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Keywords: Online buying behaviour
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Journal Articles
A moderated mediation model of situational context and brand image for online purchases using eWOM
Available to Purchase
Journal of Product & Brand Management (2023) 32 (4): 661–672.
Published: 23 December 2022
... receiver consciousness and confidence (He and Bond, 2015). Online buying behaviour E-commerce Electronic word-of-mouth (eWOM) Consumer behaviour Brand image Consumer brand congruence Purchase situations Situational context The internet has fostered market space by becoming an essential...
Journal Articles
Negative online consumer reviews: effects of different responses
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Journal of Product & Brand Management (2015) 24 (1): 66–77.
Published: 16 March 2015
... about hedonic products are attributed to non-product-related reasons such as personal taste and are therefore regarded as less helpful. Thus, we decided to focus on utilitarian products in this study. Experimental design eWOM Online buying behaviour Signalling theory Word of mouth Digital...
