Brand equity dilution through negative online word-of-mouth communication

Journal of Retailing and Consumer Services

Volumn 18, Issue 1, 2011, Pages 38-45

  Bambauer Sachse, Silke ^a   Mangold, Sabrina ^a  

^a UNIVERSITY OF FRIBOURG   (Switzerland)

Author keywords

Consumer based brand equity (dilution; Online word of mouth communication; Product reviews

Indexed keywords

ADVERTISING; CONSUMPTION BEHAVIOR; EMPIRICAL ANALYSIS; INTERNET; MARKETING;

EID: 78650565023     PISSN: 09696989     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jretconser.2010.09.003     Document Type: Article

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