I hate this brand: The effect of negative engagement on self-expression word of mouth

Sandra Maria Correia Loureiro, M.I. Marques, Rudiger Hans Kaufmann

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Original language	English
Title of host publication	Proceedings of the 5th Consumer Brand Relationship Conference
Publication status	Published - 2017
Event	5th Consumer Brand Relationship Conference - Duration: 18 May 2017 → 20 May 2017

Conference	5th Consumer Brand Relationship Conference
Period	18/05/17 → 20/05/17

Cite this

@inproceedings{e5bd010f52ec45688092bc9cac3aa46f,

title = "I hate this brand: The effect of negative engagement on self-expression word of mouth",

author = "\{Correia Loureiro\}, \{Sandra Maria\} and M.I. Marques and Kaufmann, \{Rudiger Hans\}",

year = "2017",

language = "English",

booktitle = "Proceedings of the 5th Consumer Brand Relationship Conference",

note = "5th Consumer Brand Relationship Conference ; Conference date: 18-05-2017 Through 20-05-2017",

}