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

• المؤلفون الرئيسيون: Ling, Irene Ailin., Leow, Hui Zi., Soh, Jie En.
• مؤلفون آخرون: Chung Tuck Siong
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2009
• الموضوعات: DRNTU::Business::Marketing::Internet
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/15292

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...