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The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector

Author

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  • Brzozowska-Woś Magdalena

    (Gdansk University of Technology.; Department of Marketing, Faculty of Management and Economics, Gdansk University of Technology, ul. G. Narutowicza 11/12, 80-233Gdańsk, Poland)

  • Schivinski Bruno

    (RMIT University8, Melbourne, Australia; School of Media and Communication, RMIT University, 124 La Trobe Street, Melbourne, Victoria3000, Australia)

Abstract

Purpose: This paper focuses on the effects of positive and negative online reviews (eWOM) on the metrics of consumer-based brand equity (CBBE) in the context of the Polish restaurant sector.

Suggested Citation

  • Brzozowska-Woś Magdalena & Schivinski Bruno, 2019. "The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 27(3), pages 2-27, September.
    • Handle: RePEc:vrs:jmbace:v:27:y:2019:i:3:p:2-27:n:1
    DOI: 10.7206/cemj.2658-0845.1
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    consumer-based brand equity; eWOM; restaurant sector;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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