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The bright and dark sides of online customer engagement on brand love

Siu, Noel Yee-Man; Zhang, Tracy Junfeng; Yeung, Raissa … - In: Journal of consumer marketing 40 (2023) 7, pp. 957-970

Persistent link: https://www.econbiz.de/10014471162

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

Brand wagon effect : how brand equity eclipses the effect of eWoM on purchase intentions : mediating role of review helpfulness

Upadhyay, Yogesh K.; Tripathi, Aditya - In: Journal of business research : JBR 168 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10014434867

Warmth or competence : understanding the effect of brand perception on purchase intention via online reviews

Baoku, Li; Nan, Yafeng - In: Journal of contemporary marketing science 6 (2023) 3, pp. 210-227

Persistent link: https://www.econbiz.de/10014422222

The effect of brand experiences and relational benefits on loyalty in the fast-food restaurants

Dandis, Ala' Omar; Wallace-Williams, Donna Marie; Ni, … - In: The TQM journal : the international review of … 35 (2023) 7, pp. 2028-2051

Persistent link: https://www.econbiz.de/10014380895

Empirical evidence on extent of influence of non-advertising sources on purchase of durable goods

Chakravarty, Rishi; Sarma, Nripendra Narayan - In: IIMS journal of management science 12 (2021) 2, pp. 75-87

Persistent link: https://www.econbiz.de/10013358749

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

Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment : the role of nation brand love

Yadav, Rohit; Paul, Justin; Mittal, Amit - In: International marketing review 40 (2023) 1, pp. 28-48

Persistent link: https://www.econbiz.de/10014227448

Online brand detraction in an online opinion platform

Wilk, Violetta; Lambert, Claire; Meek, Stephanie - In: International journal of hospitality management 107 (2022), pp. 1-11

Persistent link: https://www.econbiz.de/10014227716

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 … significant influencer of the purchase decision: (1) being a strong brand induced by the company's efforts or (2) other consumers … strong or weak brand purchasing decisions with the positive, negative, or neutral presence of e-WOM for a product (smartphone …

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