The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
The main goal of this dissertation is to examine that consumer-brand engagement is not exclusively related to positive processes or interactions between the involved entities. Thus, it tries to demonstrate that individuals who dislike, claim to hate, or develop unfavourable feelings toward the brand...
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| Format: | masterThesis |
| Language: | eng |
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2017
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| Online Access: | http://hdl.handle.net/10071/14101 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/14101 |