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Keywords: Cross‐national
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (11-12): 1689–1707.
Published: 09 November 2012
...George Christodoulides; Nina Michaelidou; Evmorfia Argyriou Purpose This paper aims to present a cross‐national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e‐WOM comments in the form of positive and negative user reviews...
