When stars fall: streamer fame, consumer retaliation, and brand spillover in product failure episodes.
Saved in:
| Title: | When stars fall: streamer fame, consumer retaliation, and brand spillover in product failure episodes. |
|---|---|
| Authors: | Liu, Rong1 (AUTHOR), Wu, Di2 (AUTHOR) woodyjames@sjtu.edu.cn, Li, Siqi3 (AUTHOR) |
| Source: | Journal of Brand Management. Jul2026, Vol. 33 Issue 4, p391-406. 16p. |
| Database: | Business Source Ultimate |
| ISSN: | 1350231X |
|---|---|
| DOI: | 10.1057/s41262-025-00419-7 |
