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The Dual Nature of Spreading Negative eWoM for Branded Offers: Emotional Reaction Or Social Response?

Veloutsou, C. , Aldas-Manzano, J. and Ruiz-Mafe, C. (2016) The Dual Nature of Spreading Negative eWoM for Branded Offers: Emotional Reaction Or Social Response? In: 44th Academy of Marketing Science Annual Conference, Orlanda, FL, USA, 18-21 May 2016,

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Abstract

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Item Type:Conference Proceedings
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Ruiz-Mafe, Dr Carla and Aldas-Manzano, Dr Joaquin and Veloutsou, Professor Cleopatra
Authors: Veloutsou, C., Aldas-Manzano, J., and Ruiz-Mafe, C.
College/School:College of Social Sciences > Adam Smith Business School > Management
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