Warmth or competence : understanding the effect of brand perception on purchase intention via online reviews
Year of publication: |
2023
|
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Authors: | Baoku, Li ; Nan, Yafeng |
Published in: |
Journal of contemporary marketing science. - Bingley : Emerald, ISSN 2516-7499, ZDB-ID 2952865-3. - Vol. 6.2023, 3, p. 210-227
|
Subject: | Brand love | Brand perception | Emotional polarity | Online review | Purchase intention | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Emotion | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Markenartikel | Brand | Markenführung | Brand management | Kaufentscheidung | Purchase decision |
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