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...
Na minha lista:
| Principais autores: | , |
|---|---|
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Institute of Business Administration
2023-06-01
|
| Colecção: | Business Review |
| Assuntos: | |
| Acesso em linha: | https://ir.iba.edu.pk/businessreview/vol18/iss1/4/ |
| Tags: |
Sem tags, seja o primeiro a adicionar uma tag!
|