What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions
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DOI: 10.1080/02650487.2017.1349030
Abstract: ABSTRACT This study examined the effects of brand feedback to negative electronic word of mouth (eWOM) on consumers’ brand trust and purchase intentions, and examined the moderating effect of problem attribution described in the negative… read more here.
Keywords: brand; purchase intentions; brand feedback; brand trust ... See more keywords