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A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA)
Loureiro, S. M. C. & Kaufmann, H. R. (2018). The role of online brand community engagement on positive or negative self-expression word-of-mouth. Cogent Business and Management. 5 (1)
Exportar Referência (IEEE)
S. M. Loureiro and H. R. Kaufmann,  "The role of online brand community engagement on positive or negative self-expression word-of-mouth", in Cogent Business and Management, vol. 5, no. 1, 2018
Exportar BibTeX
@article{loureiro2018_1601452721263,
	author = "Loureiro, S. M. C. and Kaufmann, H. R.",
	title = "The role of online brand community engagement on positive or negative self-expression word-of-mouth",
	journal = "Cogent Business and Management",
	year = "2018",
	volume = "5",
	number = "1",
	doi = "10.1080/23311975.2018.1508543",
	url = "https://www.cogentoa.com/article/10.1080/23311975.2018.1508543"
}
Exportar RIS
TY  - JOUR
TI  - The role of online brand community engagement on positive or negative self-expression word-of-mouth
T2  - Cogent Business and Management
VL  - 5
IS  - 1
AU  - Loureiro, S. M. C.
AU  - Kaufmann, H. R.
PY  - 2018
SN  - 2331-1975
DO  - 10.1080/23311975.2018.1508543
UR  - https://www.cogentoa.com/article/10.1080/23311975.2018.1508543
AB  - The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald's), and six online brand communities of these brands participated. The online questionnaire was distributed to those communities and filled in by 600 members of the respective love and hate brand communities. Affection (passion/aversion) is the motivational factor that leads community members of both types (love and hate) to be active in commenting and writing reviews about the product/brand. In hate brand communities, connecting negatively influences consumption-focused self-expression word-of-mouth, whilst brand influence has a positive effect on it.
ER  -