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

• Main Authors: Ling, Irene Ailin., Leow, Hui Zi., Soh, Jie En.
• 其他作者: Chung Tuck Siong
• 格式: Final Year Project
• 語言: English
• 出版: 2009
• 主題: DRNTU::Business::Marketing::Internet
• 在線閱讀: http://hdl.handle.net/10356/15292
• 機構: 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...