A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention
Year of publication: |
2021
|
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Authors: | Park, Jungkun ; Hyun, Hyowon ; Toulany Thavisay |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 58.2021, p. 1-12
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Subject: | Luxury product | Perceived quality | Perceived value | Social media WOM | Consumer characteristics | Social Web | Social web | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand |
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