A moderated mediation model of situational context and brand image for online purchases using eWOM
Le Nguyen Hoang and Le Thanh Tung
| Year of publication: |
2023
|
|---|---|
| Authors: | Le Nguyen Hoang ; Tung Le Thanh |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 4, p. 661-672
|
| Subject: | Brand image | Consumer behaviour | Consumer brand congruence | E-commerce | Electronic word-of-mouth (eWOM) | Online buying behaviour | Purchase situations | Situational context | Konsumentenverhalten | Markenimage | Virales Marketing | Viral marketing | Online-Handel | Online retailing | Electronic Commerce | Online-Marketing | Internet marketing | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-02-2022-3857 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014281369