Examining the relationships between e-WOM, consumer ethnocentrism and brand equity
Year of publication: |
2021
|
---|---|
Authors: | Sun, Yang ; Gonzalez-Jimenez, Hector ; Wang, Shenghui |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 130.2021, p. 564-573
|
Subject: | Brand equity | Consumer ethnocentrism | e-WOM | Social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Nationalkultur | National culture | Virales Marketing | Viral marketing |
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