Analyzing the moderating impact of community purpose on consumer reactions to negative word-of-mouth in online brand communities

Marleen Relling, Oliver Schnittka, Henrik Sattler

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Original language	English
Title of host publication	Lost in Translation: Marketing in an Interconnected World : Proceedings of the 42nd Annual European Marketing Academy Conference
Publisher	European Marketing Academy
Publication date	2013
Publication status	Published - 2013
Externally published	Yes
Event	Proceedings of the 42nd Annual Conference of the European Marketing Academy, Istanbul. - ITU Faculty of Management, Istanbul, Turkey Duration: 4. Jun 2013 → 6. Jun 2013

Conference	Proceedings of the 42nd Annual Conference of the European Marketing Academy, Istanbul.
Location	ITU Faculty of Management
Country/Territory	Turkey
City	Istanbul
Period	04/06/2013 → 06/06/2013

Cite this

@inproceedings{d7e0784e100d4a2e8282820c5a1bff67,

title = "Analyzing the moderating impact of community purpose on consumer reactions to negative word-of-mouth in online brand communities",

author = "Marleen Relling and Oliver Schnittka and Henrik Sattler",

year = "2013",

language = "English",

booktitle = "Lost in Translation: Marketing in an Interconnected World",

publisher = "European Marketing Academy",

note = "Proceedings of the 42nd Annual Conference of the European Marketing Academy, Istanbul. ; Conference date: 04-06-2013 Through 06-06-2013",

}

Relling, M, Schnittka, O & Sattler, H 2013, Analyzing the moderating impact of community purpose on consumer reactions to negative word-of-mouth in online brand communities. in Lost in Translation: Marketing in an Interconnected World: Proceedings of the 42nd Annual European Marketing Academy Conference. European Marketing Academy, Proceedings of the 42nd Annual Conference of the European Marketing Academy, Istanbul., Istanbul, Turkey, 04/06/2013.

Analyzing the moderating impact of community purpose on consumer reactions to negative word-of-mouth in online brand communities. / Relling, Marleen; Schnittka, Oliver; Sattler, Henrik.
Lost in Translation: Marketing in an Interconnected World: Proceedings of the 42nd Annual European Marketing Academy Conference. European Marketing Academy, 2013.

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

TY - GEN

T1 - Analyzing the moderating impact of community purpose on consumer reactions to negative word-of-mouth in online brand communities

AU - Relling, Marleen

AU - Schnittka, Oliver

AU - Sattler, Henrik

PY - 2013

Y1 - 2013

M3 - Article in proceedings

BT - Lost in Translation: Marketing in an Interconnected World

PB - European Marketing Academy

T2 - Proceedings of the 42nd Annual Conference of the European Marketing Academy, Istanbul.

Y2 - 4 June 2013 through 6 June 2013

ER -