Browsing by Author "Ilhan, B. E."
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Battle of the brand fans: impact of brand attack and defense on social media(article)
Ilhan, B. E.; Kubler, Raoul Volker; Pauwels, K. H. (Elsevier, 2018-08)Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social ...
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