Anti‐brand communities, negotiation of brand meaning, and the learning process: The case of Wal‐Mart

By Candice R. Hollenbeck, George M. Zinkhan. 2010

161 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/03683f55e203ea64064383e5b90a0007a7935dc8

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Richard P. Bagozzi
2. S. Grappi
3. Simona Romani
4. Utpal M. Dholakia

In Organizational Behavior and Human Resource Management

1. S. Grappi
2. Simona Romani
3. Richard P. Bagozzi
4. Abraham Carmeli
5. D. Donavan
6. Brad D. Carlson

In Strategy and Management

1. Richard P. Bagozzi
2. S. Grappi
3. Simona Romani

Citations in the corpus

• My Anger Is Your Gain, My Contempt Your Loss: Explaining Consumer Responses to Corporate Wrongdoing (2013, background): “Research into antibrand activism shows that such activism forms around individuals’ disapproval of corporate actions and desire to achieve social justice (Hollenbeck & Zinkhan, 2010).”