The relationship between electronic word of mouth and brand : a systematic review and future research agenda
Year of publication: |
2024
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Authors: | Maru, Chahat ; Tata, Sai Vijay |
Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 48.2024, 2, Art.-No. e13017, p. 1-26
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Subject: | ADO framework | bibliometric analysis | brand | brand characteristics | eWOM | Bibliometrie | Bibliometrics | Virales Marketing | Viral marketing | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
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