The impact of source establishment & negative eWOM on brand loyalty.
The purpose of this study aims to establish a counter-intuitive proposition which contravenes the popular notion that consumers tend to perceive a more established source to be more trustworthy. More specifically, this study purports that when exposed to a negatively written electronic word-of-mouth...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/15292 |