“Don't pretend to be my friend!” When an informal brand...

Journal of Business Research 2017 / 05 Vol. 74

“Don't pretend to be my friend!” When an informal brand communication style backfires on social media

Gretry, Anaïs, Horváth, Csilla, Belei, Nina, van Riel, Allard C.R.
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Volume:
74
Language:
english
Journal:
Journal of Business Research
DOI:
10.1016/j.jbusres.2017.01.012
Date:
May, 2017
File:
PDF, 2.69 MB
english, 2017
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