Chen, Yubo; Xie, Jinhong - In: Marketing Science 24 (2005) 2, pp. 218-240
should adapt its marketing strategies to such reviews. For example, should a firm receiving an unfavorable review reduce its … price or adjust its advertising? Should a winning product of a product review (e.g., “editor’s choice”) boost its … advertising expenditure to spread the good news? How should firms’ strategic responses to product reviews differ across different …