Online anti-brand communities in Korea

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dc.contributor.advisorSung, Yougjunen
dc.contributor.committeeMemberChoi, Sejung M.en
dc.creatorLee, Jiaen
dc.date.accessioned2011-02-17T18:33:14Zen
dc.date.accessioned2011-02-17T18:33:30Zen
dc.date.accessioned2017-05-11T22:21:24Z
dc.date.available2011-02-17T18:33:14Zen
dc.date.available2011-02-17T18:33:30Zen
dc.date.available2017-05-11T22:21:24Z
dc.date.issued2010-12en
dc.date.submittedDecember 2010en
dc.date.updated2011-02-17T18:33:30Zen
dc.descriptiontexten
dc.description.abstractThis paper attempts to explore the nature of the online anti-brand communities in South Korea. The current state of the online anti-brand communities is discovered with regards to different kinds of online platforms and the categories of targeted products and services. Case analyses of three popular anti-brand communities were conducted to discover how dissatisfied consumers form a group, interact with other consumers, and generate group actions. Specific details of consumer interactions and collective actions in the online anti-brand communities provide some managerial implications of how to effectively react to the anti-brand movement.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2010-12-2583en
dc.language.isoengen
dc.subjectAnti-branden
dc.subjectSouth Koreaen
dc.subjectBrand communityen
dc.subjectAnti-brand communityen
dc.subjectConsumer dissatisfactionen
dc.titleOnline anti-brand communities in Koreaen
dc.type.genrethesisen

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