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The power of collective brand defending in mitigating negative eWOM: The case of a Samsung Galaxy Note8 Club devoted Thai consumer-organized community

Lookup NU author(s): KC Chandrasapth, Professor Natalia Yannopoulou, Professor Klaus Schoefer, Dr Darren Kelsey

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Publication metadata

Author(s): Chandrasapth K, Yannopoulou N, Schoefer K, Kelsey D

Publication type: Conference Proceedings (inc. Abstract)

Publication status: In Press

Conference Name: Academy of Marketing Science (AMS) Annual Conference

Year of Conference: 2019

Acceptance date: 26/12/2018

Publisher: Academy of Marketing Science

URL: https://www.ams-web.org/m/event_details.asp?id=1113506


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