Moderating effect of brand awareness levels on the relationship between eWOM, perceived quality, brand trust, and purchase intention
Dimas Agus Hairani, Tanti Handriana and Dudi Amarullah
| Year of publication: |
2024
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| Authors: | Hairani, Dimas Agus ; Handriana, Tanti ; Amarullah, Dudi |
| Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 15.2024, 4, p. 393-414
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| Subject: | brand awareness | brand trust | eWOM | perceived quality | purchase intention | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Vertrauen | Confidence | Markenartikel | Brand | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing | Produktqualität | Product quality |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJEMR.2024.139377 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015063990