Anzeige
Erschienen in:
2016 | OriginalPaper | Buchkapitel
Developing a Brand Talkativeness Scale
verfasst von : Nina Michaelidou, George Christodoulides, Uygar Kilic
Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Abstract
The increasing opportunities provided by social media platforms for consumers to express their thoughts, opinions and beliefs about brands (Kozinets 2010; Walker Naylor et al. 2012; Zyl 2008) highlight the need for understanding why consumers engage in conversations about brands, or casually ‘talk’ about brands. Previous research on consumers’ use of brand names in everyday conversations focuses predominantly on either the acquisition of brand information prior to own purchase decisions or the dissemination of brand information to benefit other consumers’ decision-making (i.e. word-of-mouth/e-word-of-mouth) (e.g. Henning-Thurau et al. 2004).