A moderated mediation model of situational context and brand image for online purchases using eWOM

Hoang, L. N.; Tung, L. T.

Hoang, L. N.; Tung, L. T..

Journal of Product and Brand Management ; 2022.

Article in English | Web of Science | ID: covidwho-2191554

Keywords

online buying behaviour; e-commerce; electronic word-of-mouth (ewom); consumer behaviour; brand image; consumer brand congruence; purchase situations; situational context; word-of-mouth; social media; intention; impact; credibility; managem

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Full text: Available Collection: Databases of international organizations Database: Web of Science Language: English Journal: Journal of Product and Brand Management Year: 2022 Document Type: Article

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