Zobrazeno 1 - 2
of 2
pro vyhledávání: '"Brett M. Kelley"'
Publikováno v:
Journal of Internet Commerce. 19:153-191
This study conceptualizes, operationalizes, and identifies the drivers of online product review (OPR) relevance and examines its relative effect on OPR impact compared to review credibility. In con...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::cb4e268a1614909ad540a79a2392dfc9
https://doi.org/10.1080/15332861.2019.1700740
https://doi.org/10.1080/15332861.2019.1700740
This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual com
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::895d18bf56020609ce6f54cc251cfe71
https://doi.org/10.4018/978-1-7998-9020-1.ch062
https://doi.org/10.4018/978-1-7998-9020-1.ch062
