Relation between electronic word of mouth and purchase intention : exploring the mediating role of brand image
Deepak Kaushal and Amar Kumar Mishra, Swati Bisht
| Year of publication: |
2023
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|---|---|
| Authors: | Kaushal, Deepak ; Mishra, Amar Kumar ; Bisht, Swati |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 19.2023, 1/2, p. 86-99
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| Subject: | brand image | electronic word of mouth communication | EWOM | purchase intention | structural equation modelling | Virales Marketing | Viral marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Strukturgleichungsmodell | Structural equation model |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2023.132720 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014340165