Bakri, Marlini; Krisjanous, Jayne; Richard, James E. - In: Journal of Services Marketing 34 (2020) 4, pp. 429-442
Purpose: Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the visual form of UGC, on brand image in services is limited. The purpose of this paper is to introduce the...