Lis, Bettina; Fischer, Maximilian - In: Journal of Product & Brand Management 29 (2020) 5, pp. 637-653
Purpose: This study aims to investigate if different types of negative electronic word-of-mouth (eWOM) have various negative effects on the attitude of the consumer toward a product (Laptop) and whether this newfound attitude remains unaffected by the subsequent influence of positive eWOM....