Lending a Hand to the Competitor: How Brand-to-Brand Help on Social Media Affects Consumer Evaluations

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2023-12-27 DOI:10.1080/00913367.2023.2288827

Yicong Zhang, Xueyao Zhang

引用次数: 0

Abstract

Brand-to-brand help on social media is an unexplored branding strategy and a novel corporate social responsibility (CSR) behavior. The research is based on the framework of communion and agency, wh...

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向竞争对手伸出援手：社交媒体上的品牌互助如何影响消费者评价

社交媒体上的品牌对品牌帮助是一种尚未探索的品牌战略，也是一种新颖的企业社会责任（CSR）行为。这项研究基于 "共融与代理 "的框架，其中...

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.