Will you stand by me?: Analyzing the effectiveness of brand anthropomorphism in the context of consumer complaints in social media

Will you stand by me? Analyzing the effectiveness of brand anthropomorphism in the context of consumer complaints in social media

Marius Johnen, Oliver Schnittka, Carolin Haiduk

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

Original language	English
Title of host publication	People Make Marketing : Proceedings of the 47th Annual Conference of the European Marketing Academy
Publisher	European Marketing Academy
Publication date	2018
Publication status	Published - 2018
Event	47th Annual Conference of the European Marketing Academy: People Make Marketing - University of Strathclyde, Glasgow, United Kingdom Duration: 29. May 2018 → 1. Jun 2018 Conference number: 47

Conference	47th Annual Conference of the European Marketing Academy
Number	47
Location	University of Strathclyde
Country/Territory	United Kingdom
City	Glasgow
Period	29/05/2018 → 01/06/2018

@inproceedings{3244313393f44f4395063dda7971636d,

title = "Will you stand by me?: Analyzing the effectiveness of brand anthropomorphism in the context of consumer complaints in social media",

author = "Marius Johnen and Oliver Schnittka and Carolin Haiduk",

year = "2018",

language = "English",

booktitle = "People Make Marketing",

publisher = "European Marketing Academy",

note = "47th Annual Conference of the European Marketing Academy : People Make Marketing, EMAC ; Conference date: 29-05-2018 Through 01-06-2018",

}

Johnen, M, Schnittka, O & Haiduk, C 2018, Will you stand by me? Analyzing the effectiveness of brand anthropomorphism in the context of consumer complaints in social media. in People Make Marketing: Proceedings of the 47th Annual Conference of the European Marketing Academy. European Marketing Academy, 47th Annual Conference of the European Marketing Academy, Glasgow, United Kingdom, 29/05/2018.

Will you stand by me? Analyzing the effectiveness of brand anthropomorphism in the context of consumer complaints in social media. / Johnen, Marius ; Schnittka, Oliver; Haiduk, Carolin.
People Make Marketing: Proceedings of the 47th Annual Conference of the European Marketing Academy. European Marketing Academy, 2018.

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