Effect of Credible Reviews on Brand Image: A Mixed Method Approach
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DOI: 10.1177/2277975217733873
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References listed on IDEAS
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- Simon Chadwick & Alex Fenton & Richard Dron & Wasim Ahmed, 2021. "Social Media Conversations About High Engagement Sports Team Brands," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 178-191, July.
- Aravind Reghunathan & Sridhar G, 2023. "Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 112-126, January.
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Keywords
Credible online reviews; brand image; functional brand image; hedonic brand image; structural equation modelling (SEM); netnography;All these keywords.
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