Article ID Journal Published Year Pages File Type
1029194 Journal of Retailing and Consumer Services 2011 8 Pages PDF
Abstract

In this paper, we examine effects of negative online product reviews, a specific type of word-of-mouth communication, on consumer-based brand equity in terms of brand equity dilution. The results of our empirical study provide support for the assumed detrimental effect of negative online product reviews on consumer-based brand equity.

Keywords
Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
Preview
Brand equity dilution through negative online word-of-mouth communication
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