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Keywords: Hedonic brand image
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Journal Articles
Journal:
Management Research Review
Management Research Review (2018) 41 (1): 148–164.
Published: 15 January 2018
..., the purpose of this study is to investigate the effects of online reviews on functional and hedonic brand images in the context of consumer electronic products in India. Design/methodology/approach The present study adopts a novel approach to collect data. The data have been collected from select e...
