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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)
Bilro, R. G., Loureiro, S. M. C. & Marques, M. I. (2018). Online brand communities: when consumers are negatively engaged. In 21st World Marketing Congress of the Academy of Marketing Science. Porto
Exportar Referência (IEEE)
R. J. Bilro et al.,  "Online brand communities: when consumers are negatively engaged", in 21st World Marketing Congr. of the Academy of Marketing Science, Porto, 2018
Exportar BibTeX
@inproceedings{bilro2018_1657104647628,
	author = "Bilro, R. G. and Loureiro, S. M. C. and Marques, M. I.",
	title = "Online brand communities: when consumers are negatively engaged",
	booktitle = "21st World Marketing Congress of the Academy of Marketing Science",
	year = "2018",
	editor = "",
	volume = "",
	number = "",
	series = "",
	publisher = "",
	address = "Porto",
	organization = ""
}
Exportar RIS
TY  - CPAPER
TI  - Online brand communities: when consumers are negatively engaged
T2  - 21st World Marketing Congress of the Academy of Marketing Science
AU  - Bilro, R. G.
AU  - Loureiro, S. M. C.
AU  - Marques, M. I.
PY  - 2018
CY  - Porto
AB  - The goal of the current research is to explore the influence of negative engagement on committing participants in hate online brand communities. To reach this aim, three brands are used to assess this phenomenon (Starbucks, Apple, and McDonald’s), and three related hate online brand communities of such brands are involved. An online questionnaire is developed based on previously validated scales and fulfilled by 300 online members of mentioned communities. Findings reveal the importance of Brand influence, Helping, and Self-expression dimensions on participants to be committed to hating brand communities.
ER  -