Effects of valence and extremity of eWOM on attitude toward the brand and website

Mira Lee, Shelly Rodgers, and Mikyoung Kim

Year of publication:	2009
Authors:	Lee, Mira ; Rodgers, Shelly ; Kim, Mikyoung
Published in:	Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 1139776-7. - Vol. 31.2009, 2, p. 1-11
Subject:	Website \| Konsumentenverhalten \| Consumer behaviour \| Virales Marketing \| Viral marketing \| Werbewirkung \| Advertising effects \| Online-Marketing \| Internet marketing \| Markenartikel \| Brand \| Markenführung \| Brand management

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