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Keywords: Response strategies
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Journal Articles
Journal:
Internet Research
Internet Research (2019) 29 (1): 104–122.
Published: 11 December 2018
... Consumers-based brand equity Online word of mouth Response strategies While most customers’ experiences in highly competitive markets are positive, any negative word of mouth (WOM) can be decisive in the battle for market share and revenue (Anderson, 1998 ; Ullrich and Brunner, 2015). Therefore...
