What Drives Consumers to Defend Your Brand Against Criticism? Egoistic versus Altruistic Motives

Ammann, Clemens Luis; Kähr, Andrea; Nyffenegger, Bettina; Krohmer, Harley; Hoyer, Wayne David (May 2019). What Drives Consumers to Defend Your Brand Against Criticism? Egoistic versus Altruistic Motives (Unpublished). In: 48th Annual Conference of the European Marketing Academy. Hamburg. 28.-31. May 2019.

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Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing

UniBE Contributor:

Ammann, Clemens Luis; Kähr, Andrea; Nyffenegger, Bettina; Krohmer, Harley and Hoyer, Wayne David

Subjects:

600 Technology > 650 Management & public relations
300 Social sciences, sociology & anthropology > 330 Economics

Language:

English

Submitter:

Clemens Luis Ammann

Date Deposited:

08 Apr 2019 12:36

Last Modified:

08 Apr 2019 12:36

Uncontrolled Keywords:

Consumer Brand Defense, Customer Engagement, Reputation Management

URI:

https://boris.unibe.ch/id/eprint/128558

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