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
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|---|---|
| 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
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| Subject: | Website | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Markenartikel | Brand | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003929285