The interplay between brand relationship norms and ease of sharing on electronic word-of-mouth and willingness to pay
Year of publication: |
2021
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Authors: | You, Ya ; He, Yi ; Chen, Qimei ; Hu, Miao |
Published in: |
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group. - Amsterdam : Elsevier, ISSN 0378-7206, ZDB-ID 432134-0. - Vol. 58.2021, 2, p. 1-16
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Subject: | Brand relationship norms | Ease of sharing | eWOM | WTP | Zahlungsbereitschaftsanalyse | Willingness to pay | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Soziale Norm | Social norm | Soziale Beziehungen | Social relations |
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