The effects of positive and negative online customer reviews: Do brand strength and category maturity matter?

Journal of Marketing

Volumn 77, Issue 6, 2013, Pages 37-53

  Ho Dac, Nga N ^a   Carson, Stephen J ^b   Moore, William L ^b  

^a DALTON STATE COLLEGE   (United States)

^b UNIVERSITY OF UTAH   (United States)

Author keywords

Brand equity; Category maturity; Online customer reviews; User generated content; Word of mouth

Indexed keywords

EID: 84887577319     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.11.0011     Document Type: Article

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