Kunja, Sambashiva Rao; Kumar, Arvind; Rao, Bramhani - In: Young Consumers 23 (2021) 1, pp. 1-15
Purpose: The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among...