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

Journal of Business Research

Volumn 74, Issue , 2017, Pages 77-89

  Gretry, Anaïs ^a,b   Horváth, Csilla ^a   Belei, Nina ^a   van Riel, Allard C R ^a  

^a RADBOUD UNIVERSITY NIJMEGEN   (Netherlands)

^b Research Center QuantOM   (Belgium)

Author keywords

Brand familiarity; Brand trust; Communication style; Consumer brand relationships; Informal; Social media

Indexed keywords

EID: 85013449817     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2017.01.012     Document Type: Article

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