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The role of the partner brand’s social media power in brand alliances
(American Marketing Association, 2018-05)
Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to ...
Battle of the brand fans: impact of brand attack and defense on social media(article)
(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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