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...

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Hlavní autoři:	Maria Younus, Sarah Anjum
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Institute of Business Administration 2023-06-01
Edice:	Business Review
Témata:	ewom ewom quantity ewom quality ewom valence purchase intention brand image perceived quality.
On-line přístup:	https://ir.iba.edu.pk/businessreview/vol18/iss1/4/
Tagy:	Přidat tag Žádné tagy, Buďte první, kdo vytvoří štítek k tomuto záznamu!