Essec\Faculty\Model\Contribution {#2233 ▼
#_index: "academ_contributions"
#_id: "13133"
#_source: array:26 [
"id" => "13133"
"slug" => "13133-battle-of-the-brand-fans-impact-of-brand-attack-and-defense-on-social-media"
"yearMonth" => "2018-03"
"year" => "2018"
"title" => "Battle of the brand fans: Impact of brand attack and defense on social media"
"description" => "ILHAN, B.E., KÜBLER, R. et PAUWELS, K. (2018). Battle of the brand fans: Impact of brand attack and defense on social media. <i>Journal of Interactive Marketing</i>, 43(2), pp. 33-51. 
ILHAN, B.E., KÜBLER, R. et PAUWELS, K. (2018). Battle of the brand fans: Impact of brand attack and "
"authors" => array:3 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "ILHAN Behice Ece"
]
2 => array:1 [
"name" => "PAUWELS Koen"
]
]
"ouvrage" => ""
"keywords" => array:9 [
0 => "Social media"
1 => "eWOM"
2 => "Rival brands"
3 => "Brand engagement"
4 => "Attack"
5 => "Defense"
6 => "Across pages"
7 => "Sentiment analysis"
8 => "Time series analysis"
]
"updatedAt" => "2023-01-27 01:00:44"
"publicationUrl" => "https://doi.org/10.1016/j.intmar.2018.01.003"
"publicationInfo" => array:3 [
"pages" => "33-51"
"volume" => "43"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
We show how brand fans navigate Across social media, Attack rival brands and how these rival brands' fans Defend their brand in 5 industries\n We show how brand fans navigate Across social media, Attack rival brands and how these rival brands'
We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-media brand engagement\n We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-m
We show that this behavior increases and prolongs the effects of managerial actions such as IMC campaigns and new-product introductions. We show that this behavior increases and prolongs the effects of managerial actions such as IMC camp
"""
"en" => """
We show how brand fans navigate Across social media, Attack rival brands and how these rival brands' fans Defend their brand in 5 industries\n We show how brand fans navigate Across social media, Attack rival brands and how these rival brands'
We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-media brand engagement\n We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-m
We show that this behavior increases and prolongs the effects of managerial actions such as IMC campaigns and new-product introductions. We show that this behavior increases and prolongs the effects of managerial actions such as IMC camp
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-03-16T08:21:40.000Z"
"docTitle" => "Battle of the brand fans: Impact of brand attack and defense on social media"
"docSurtitle" => "Articles"
"authorNames" => "<a href="/cv/kubler-raoul">KÜBLER Raoul</a>, ILHAN Behice Ece, PAUWELS Koen"
"docDescription" => "<span class="document-property-authors">KÜBLER Raoul, ILHAN Behice Ece, PAUWELS Koen</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2018</span> <span class="document-property-authors">KÜBLER Raoul, ILHAN Behice Ece, PAUWELS Koen</span><br><span "
"keywordList" => "<a href="#">Social media</a>, <a href="#">eWOM</a>, <a href="#">Rival brands</a>, <a href="#">Brand engagement</a>, <a href="#">Attack</a>, <a href="#">Defense</a>, <a href="#">Across pages</a>, <a href="#">Sentiment analysis</a>, <a href="#">Time series analysis</a> <a href="#">Social media</a>, <a href="#">eWOM</a>, <a href="#">Rival brands</a>, <a href="#">Brand "
"docPreview" => "<b>Battle of the brand fans: Impact of brand attack and defense on social media</b><br><span>2018-03 | Articles </span> <b>Battle of the brand fans: Impact of brand attack and defense on social media</b><br><span>2018-03 "
"docType" => "research"
"publicationLink" => "<a href="https://doi.org/10.1016/j.intmar.2018.01.003" target="_blank">Battle of the brand fans: Impact of brand attack and defense on social media</a> <a href="https://doi.org/10.1016/j.intmar.2018.01.003" target="_blank">Battle of the brand fans: Imp "
]
+lang: "fr"
+"_type": "_doc"
+"_score": 8.7714
+"parent": null
}
