When the Rival Shines: Consumer-Brand Identification and Its Dark Sides

Presenter Information

• Allison SmarrFollow
• Shuqin Wei, Marshall UniversityFollow
• Tyson Ang, Marshall UniversityFollow

Keywords

Consumer-brand identification, Schadenfreude, Negative word-of-mouth, Unethical brand defense, Incivility on social media

Document Type

Proceedings Paper