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Lending a Hand to the Competitor: How Brand-to-Brand Help on Social Media Affects Consumer Evaluations
Journal of Advertising ( IF 5.4 ) Pub Date : 2023-12-27 , DOI: 10.1080/00913367.2023.2288827
Yicong Zhang 1 , Xueyao Zhang 2
Affiliation  

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...

中文翻译:


向竞争对手伸出援手:社交媒体上的品牌间帮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未经探索的品牌战略,也是一种新颖的企业社会责任(CSR)行为。该研究基于交流和代理的框架,...
更新日期:2023-12-27
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