When stars fall: streamer fame, consumer retaliation, and brand spillover in product failure episodes

Journal of Brand Management 2026

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Authors: Rong Liu, Di Wu, Siqi Li

DOI: 10.1057/s41262-025-00419-7

Cited by: 2

References: 53

Fields of Study & Subjects

Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Technology Adoption and User Behaviour

References 53