{"title":"Lending a Hand to the Competitor: How Brand-to-Brand Help on Social Media Affects Consumer Evaluations","authors":"Yicong Zhang, Xueyao Zhang","doi":"10.1080/00913367.2023.2288827","DOIUrl":null,"url":null,"abstract":"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...","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.4000,"publicationDate":"2023-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/00913367.2023.2288827","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
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...
期刊介绍：
The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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