Negative word of mouth can be a positive for consumers connected to the brand
Crossref DOI link: https://doi.org/10.1007/s11747-017-0515-z
Published Online: 2017-02-01
Published Print: 2017-07
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Wilson, Andrew E.
Giebelhausen, Michael D.
Brady, Michael K.
License valid from 2017-02-01