Our Brand or Their Brand? Consumers' Responses to Negative Consumer-Generated Product Reviews Regarding Domestic versus Foreign Brands;我们的品牌还是他们的品牌 ？ 针对于减客产 生的负 面评价，消费者对于本国和外国品牌的

Journal of Global Scholars of Marketing Science: Bridging Asia and the World

Volumn 21, Issue 3, 2011, Pages 126-136

  Kim, Mikyoung ^a  

^a Ewha Womans University   (South Korea)

Author keywords

Attitude; Consensus; Electronic word of mouth; Ethnocentrism; Negativity

Indexed keywords

EID: 85014917993     PISSN: 21639159     EISSN: 21639167     Source Type: Journal    
DOI: 10.1080/21639159.2011.9711019     Document Type: Article

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