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False advertisingcausesbrand hatred
a bad experience a consumer has had with your Brand(passive) is caused byBrand Aversion
The µintimacy¶ of the campaign ... appearedto createbrand aversion
PR failurescreatebrand detractors
Reinforce your brand personality can negatively impactto createbrand hate
strongly andinfluencingbrand hate
Any attempt to push a ‘ hard sellwill createbrand detractors
love for a competing brandcan causebrand hate
No needto createbrand detractors
factorsinfluencingthe brand hate
Consumption and ContributioninfluencesConsumption and Contribution
a strategy that allows them to position themselves ahead of the negative commentsmust createa strategy that allows them to position themselves ahead of the negative comments
offline negative word - of - mouth ( NWOM ) , online complaining , and non - repurchase intentioninfluencesoffline negative word - of - mouth ( NWOM ) , online complaining , and non - repurchase intention
big - time brand advocates ... being a favourite brand just is n’t enough any morecreatesbig - time brand advocates ... being a favourite brand just is n’t enough any more
customer engagementwould createcustomer engagement
great trouble for firms to handle customermay causegreat trouble for firms to handle customer
to brand fandom ( BFAN ) which draws the string of brand loyalty ( BLOY ) further developing the online purchaseleadsto brand fandom ( BFAN ) which draws the string of brand loyalty ( BLOY ) further developing the online purchase
subscribers to stick with Netflix , the next battle , to launch streaming and go head - to - head with the cable industrycausedsubscribers to stick with Netflix , the next battle , to launch streaming and go head - to - head with the cable industry
consumers ’ restaurant decisionscan influenceconsumers ’ restaurant decisions
content for and managing this networkcreatingcontent for and managing this network
customer value , customer comittment , customer committment , customer passioncreatecustomer value , customer comittment , customer committment , customer passion
brand loyalty and both ... influence positively WOM and purchase intentioninfluencesbrand loyalty and both ... influence positively WOM and purchase intention
brand commitmentinfluencesbrand commitment
to greater profitability and total shareholder returncan leadto greater profitability and total shareholder return
to storymakingleadsto storymaking
a graph with 50 data pointsis creatinga graph with 50 data points
of a complex constellation of elementsis composedof a complex constellation of elements