The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude

Asia Pacific Journal of Marketing and Logistics

Volumn 23, Issue 4, 2011, Pages 448-472

  wu, Paul C s ^a   Wang, Yun Chen ^a  

^a ALETHEIA UNIVERSITY   (Taiwan)

Author keywords

Brand attitude; Brand trust; Brands; Electronic word of mouth (eWOM); ; Internet; Message appeal; Message source credibility; Product involvement

Indexed keywords

EID: 84870451221     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/13555851111165020     Document Type: Article

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