The impact of source establishment & negative eWOM on brand loyalty.

• Main Authors: Ling, Irene Ailin., Leow, Hui Zi., Soh, Jie En.
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/15292
• Institution: Nanyang Technological University

The purpose of this study aims to establish a counter-intuitive proposition which contravenes the popular notion that consumers tend to perceive a more established source to be more trustworthy. More specifically, this study purports that when exposed to a negatively written electronic word-of-mouth...