Does eWOM matter to brand extension? : an examination of the impact of online reviews on brand extension evaluations
Xin Liu and Jing Hu and Bing Xu
| Year of publication: |
2017
|
|---|---|
| Authors: | Liu, Xin ; Hu, Jing ; Xu, Bing |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7122, ZDB-ID 2551662-0. - Vol. 11.2017, 3, p. 232-245
|
| Subject: | Branding | Marketing communications | Brand management | Social media marketing | Word-of-mouth marketing | Markenführung | Markentransfer | Brand extension | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-02-2016-0012 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011779143