Chong Lim, Boon; M.Y. Chung, Cindy - In: Asia Pacific Journal of Marketing and Logistics 26 (2014) 1, pp. 39-53
Purpose – This research was designed to expand the understanding of how brand familiarity may affect the motivation to process word-of-mouth (WOM) information in brand evaluation. The pre-WOM brand attitude certainty is expected to explain the moderation effect. The paper aims to discuss these...