Impact of electronic word-of-mouth on brand relationship and purchase intention : the case of the smartphone industry
Year of publication: |
2022
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Authors: | El Hajjar, Samer |
Published in: |
International journal of business innovation and research : IJBIR. - Genève [u.a.] : Inderscience Enterprises, ISSN 1751-0260, ZDB-ID 2436046-6. - Vol. 28.2022, 2, p. 263-279
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Subject: | brand relationship | consumer behaviour | social networks | word-of-mouth | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing | Social Web | Social web | Markenimage | Brand image | Soziales Netzwerk | Social network | Markenführung | Brand management | Markenartikel | Brand |
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