The purpose of this research is to investigate how brand managers conceptualise brands as complex phenomena based on in-depth interviews with 20 brand managers across a range of industries and types
We propose a model that analyses the relationship between Web site engagement and electronic word of mouth (e-WoM). Three further consequences to engagement relevant for online marketers -return
Consumers rely on experiences from other individuals expressed online when forming an attitude about a product and making purchase decisions. However, the trustworthiness of consumers’ online
Word of Mouth communication has gained renewed prominence with the proliferation of electronic Word of Mouth (eWoM). Both types are customer generated sources of information, which are considered
Consumers frequently consult online reviews before making purchase decisions. In today’s online environment, however, we find an abundance of online reviews for most products and services. In turn,