Sökning: "Oylum Ellez"

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  1. 1. Negative electronic Word of Mouth & Customer Based Brand Equity: A Qualitative View of the Apple iPhone Aversion on Facebook

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Claudia Lapel; Oylum Ellez; Erbol Anarbekov; [2011]
    Nyckelord :Customer based brand equity; brand extension; social network; negative e-WOM; Facebook; electronic word of mouth; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : The emergent Social Media presents risks and opportunities for the brand that academic research still needs to reach further understanding (MSI, 2010). From both theoretical and managerial points of view, research is needed in regards to consumer created negative brand meanings in social media settings. LÄS MER