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Role of anti-brand websites on brand image
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-5899-4747
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2015 (English)In: Ideas in Marketing: Finding the New and Polishing the Old : Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference / [ed] Krzysztof Kubacki, Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015, p. 51-56Conference paper, Published paper (Refereed)
Abstract [en]

Since customers are facilitated through the internet and many-to-many communication, they can easily and conveniently share their opinions with others. Anti-brand websites operate as forums for high-level empowered electronic word-of-mouth exchanges. This study has investigated the role of anti-brand websites on brand image. The scripted data of focus group discussions have been analyzed using Leximancer, a textual analysis tool, because it can recognize themes and concepts that show customers’ perspectives and determine the core concepts that are most highlighted or criticized by complainers and activists.

Place, publisher, year, edition, pages
Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015. p. 51-56
Series
Developments in Marketing Science, ISSN 0149-7421
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-32292Local ID: 6bed258f-7036-42ea-8f51-b3aa7c3e6bc9ISBN: 978-3-319-10950-3 (print)ISBN: 978-3-319-10951-0 (electronic)OAI: oai:DiVA.org:ltu-32292DiVA, id: diva2:1005526
Conference
Academy of Marketing Science Conference : 15/05/2013 - 18/05/2013
Note
Godkänd; 2015; 20150917 (andbra)Available from: 2016-09-30 Created: 2016-09-30 Last updated: 2018-04-10Bibliographically approved

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Farshid, ManaWallström, ÅsaEngström, Anne

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf