success. Delving more deeply into the issue of negative information management, we find that the topic being discussed (i.e., core versus augmented product) and the validity of the claim greatly influence a firm’s appropriate strategic response. Throughout this article, we offer managerial guidance on the most effective ways to develop primary brand communities that encourage loyalty, purchases, and positive word of mouth. # 2012 Kelley School of Business, Indiana University. Published by Elsevier…
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