The impact of online brand roasting on brand attitude and brand preference: moderating effects of other brand versus consumer targets Article

Sewak, Sphurti, Haderlie Jr, Todd C, Miyazaki, Anthony D. (2025). The impact of online brand roasting on brand attitude and brand preference: moderating effects of other brand versus consumer targets . JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 10.1108/JPBM-01-2025-5722

cited authors

  • Sewak, Sphurti; Haderlie Jr, Todd C; Miyazaki, Anthony D

authors

publication date

  • May 28, 2025

published in

keywords

  • Brand attitude
  • Brand preference
  • Business
  • Business & Economics
  • CHALLENGES
  • ENGAGEMENT
  • HUMOR
  • IDENTIFICATION
  • Management
  • Online roasting
  • PERCEPTIONS
  • Perceived appropriateness
  • ROLES
  • SOCIAL MEDIA
  • Social Sciences
  • TWITTER
  • WORD-OF-MOUTH
  • X/Twitter

Digital Object Identifier (DOI)

publisher

  • EMERALD GROUP PUBLISHING LTD