The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India
Year of publication: |
2018
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Authors: | Kala, Devkant ; Chaubey, D. S. |
Published in: |
International journal of services, economics and management. - Genève : Inderscience Enterprises, ISSN 1753-0822, ZDB-ID 2422828-X. - Vol. 9.2018, 2, p. 143-157
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Subject: | electronic word of mouth | eWOM | purchase intention | brand image | lifestyle products | India | Indien | Markenimage | Brand image | Virales Marketing | Viral marketing | Lebensstil | Lifestyle | Konsumentenverhalten | Consumer behaviour |
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