Effects of electr ects of electronic wor onic word of mouth on the pur d of mouth on the purchase intention of chase intention of millennials (Gen Y) of Pakistan: Mediating role of brand image and perceived quality
The study strives to determine how electronic word-of-mouth impacts the purchase intentions (PI) of millennials in Pakistan. To fulfil that purpose, three EWOM determinants - quantity, Quality, and valence are chosen. Whereas Brand image (BI) and perceived Quality (PQ) are taken as mediators. The p...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Business Administration
2023-06-01
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| Series: | Business Review |
| Subjects: | |
| Online Access: | https://ir.iba.edu.pk/businessreview/vol18/iss1/4/ |