Brand wagon effect : how brand equity eclipses the effect of eWoM on purchase intentions : mediating role of review helpfulness
Yogesh K. Upadhyay, Aditya Tripathi
| Year of publication: |
2023
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|---|---|
| Authors: | Upadhyay, Yogesh K. ; Tripathi, Aditya |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 168.2023, p. 1-14
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| Subject: | Brand equity | Cue-diagnostic theory | eWoM | Review helpfulness | Review valence (RV) | Signaling theory | Markenimage | Brand image | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Signalling | Markenführung | Brand management | Markenartikel | Brand |