The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa
Justin Beneke, Simona de Sousa, Marcelle Mbuyu and Bradley Wickham
| Year of publication: |
May 2016
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| Authors: | Beneke, Justin ; Sousa, Simona de ; Mbuyu, Marcelle ; Wickham, Bradkey |
| Published in: |
The international review of retail, distribution and consumer research. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0959-3969, ZDB-ID 1098588-8. - Vol. 26.2016, 2, p. 154-170
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| Subject: | electronic word of mouth | negative reviews | brand equity | purchase intention | product involvemen | review quality | source credibility | Virales Marketing | Viral marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Südafrika | South Africa | Online-Handel | Online retailing | Kaufentscheidung | Purchase decision | Social Web | Social web |