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

✍ Scribed by Silke Bambauer-Sachse; Sabrina Mangold

• Book ID: 116695023
• Publisher: Elsevier Science
• Year: 2011
• Tongue: English
• Weight: 176 KB
• Volume: 18
• Category: Article
• ISSN: 0969-6989
• DOI: 10.1016/j.jretconser.2010.09.003