When Consumers Defend for Your Brand Online

Authors

Cheuk Hang Au, National Chung Cheng UniversityFollow
Dickson K. W. Chiu, The University of Hong KongFollow
Kris Law, Deakin UniversityFollow
Kevin K.W. Ho Ho, University of TsukubaFollow
Chih-Yuan Chou, National Chengchi UniversityFollow

Comments

Paper Number 1077

Recommended Citation

Au, Cheuk Hang; Chiu, Dickson K. W.; Law, Kris; Ho, Kevin K.W. Ho; and Chou, Chih-Yuan, "When Consumers Defend for Your Brand Online" (2022). ICIS 2022 TREOs. 87.
https://aisel.aisnet.org/treos_icis2022/87

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