The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa
Author:
Publisher
Informa UK Limited
Subject
Marketing,Economics and Econometrics,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/09593969.2015.1068828
Reference100 articles.
1. Aaker, D. 1991. Managing Brand Equity. New York: Free Press Variable.
2. Measuring Brand Equity Across Products and Markets
3. Role of Product-Related Conversations in the Diffusion of a New Product
4. Product type and consumers’ perception of online consumer reviews
5. Brand equity dilution through negative online word-of-mouth communication
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