Electronic word-of-mouth and the brand image : exploring the moderating role of involvement through a consumer expectations lens
Anup Krishnamurthy, S. Ramesh Kumar
| Year of publication: |
July 2018
|
|---|---|
| Authors: | Krishnamurthy, Anup ; Kumar, S. Ramesh |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 43.2018, p. 149-156
|
| Subject: | Expectations | Electronic word-of-mouth (EWOM) | Brand image | Consumer involvement | Online simulation | Markenimage | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Markenführung | Brand management | Social Web | Social web |