Cultural advice

The Australian National University acknowledges, celebrates and pays our respects to the Ngunnawal and Ngambri people of the Canberra region and to all First Nations Australians on whose traditional lands we meet and work, and whose cultures are among the oldest continuing cultures in human history.

Aboriginal and Torres Strait Islander peoples are advised that ANU Library collections may include images, names, voices, and other representations of deceased persons.

Material in the collection may contain terms, language or views that reflect the period in which the item was created and may be considered inappropriate today.

The power of negative brand messages: a case of angry customers in an online forum

Thumbnail Image

Date

2013

Authors

Wallace, Andrew S
Buttriss, Gary

Journal Title

Journal ISSN

Volume Title

Publisher

British Academy of Management

Abstract

This paper reports an empirical study exploring consumer anger during a period of service failure and recovery, specifically the contributions and interactions of consumers in an online forum. Netnography (an ethnography on the Internet) is used to observe the naturally occurring interactions between consumers and the organisation within an online forum-based website. A case study is developed using strategic narratives to identify the processes of the development of the Vodafone brand in Australia during a 12-month period in 2010 and 2011. It brings together, and provides implications for, the consumer behaviour and service failure literature in exploring consumer anger and in an online environment.

Description

Keywords

Citation

URI

http://hdl.handle.net/1885/218771

Collections

ANU Research Publications

Source

Benefit Realisation from Public Projects: A Theoretical Framework for the Quality of Target Benefits

Type

Conference paper

Book Title

Entity type

Access Statement

License Rights

DOI

Restricted until

DSpace software copyright © 2002-2026 LYRASIS

abcd