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pro vyhledávání: '"Marcelle Mbuyu"'
Publikováno v:
The International Review of Retail, Distribution and Consumer Research. 26:171-201
This study investigated the effect that negative online customer reviews have on brand equity and purchase intention. This research examined the influence of negative electronic word of mouth (eWOM) on brand equity, as influenced by customer review q
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::0563b83d9b63e7a3f4dc233f4e51987f
https://doi.org/10.1080/09593969.2015.1068828
https://doi.org/10.1080/09593969.2015.1068828
