Warmth or competence : understanding the effect of brand perception on purchase intention via online reviews
Baoku Li and Yafeng Nan
| Year of publication: |
2023
|
|---|---|
| Authors: | Baoku, Li ; Nan, Yafeng |
| Published in: |
Journal of contemporary marketing science. - Bingley : Emerald, ISSN 2516-7499, ZDB-ID 2952865-3. - Vol. 6.2023, 3, p. 210-227
|
| Subject: | Brand love | Brand perception | Emotional polarity | Online review | Purchase intention | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenimage | Brand image | Emotion | Online-Handel | Online retailing | Kaufentscheidung | Purchase decision | Online-Marketing | Internet marketing | Markenartikel | Brand | Wahrnehmung | Perception |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCMARS-06-2023-0018 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014422222