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Suspicious online product reviews : an empirical analysis of brand and product characteristics using Amazon data

Ko, Eunhee Emily; Bowman, Douglas - In: International journal of research in marketing : IJRM ; … 40 (2023) 4, pp. 898-911

Persistent link: https://www.econbiz.de/10014451312

The effects of positive valence and intensity of word-of-mouth and advertising on forming beer brand equity and purchase intentions

Wang, Edward Shih-Tse; Lin, Jia-Yi; Liao, Yu-Ting - In: Journal of food products marketing : innovations in … 29 (2023) 8/9, pp. 255-269

Persistent link: https://www.econbiz.de/10014443964

An investigation of celebrity brand hate influence in the arts marketing sector of Ghana

Mohammed, Iddrisu; Preko, Alexander Diani Kofi; … - In: Arts and the market : AAM 12 (2022) 3, pp. 215-230

Persistent link: https://www.econbiz.de/10013485918

Did you hear our brand is hated? : the unexpected upside of hate-acknowledging advertising for polarizing brands

Monahan, Lisa; Espinosa, Jennifer A.; Langenderfer, Jeff; … - In: Journal of business research : JBR 154 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10013468644

Electronic Word-of-Mouth Advertising Versus Brand Strength : Effects On Consumers’ Purchasing Decision

Porto, Rafael; Watanabe, Eluiza Alberto de Morais; … - 2021

Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in consumers' decision to purchase an experience product and service.Theoretical framework: There is no clarity of the most significant influencer of the purchase decision: (1) being a...

Persistent link: https://www.econbiz.de/10014086741