The Effect of Online Consumer Reviews and Brand Equity on the Consumer Decision Making Process
Description:
This research aims to investigate the (1) review effects on consumer decision making process, (2) effects of negative reviews on brand equity, and (3) consumers' likely response to a brand's request for reviews. The objective of the first essay is to investigate the nature of the relationship between skepticism and consumer decision making in an online behavior context. Its second objective is to know whether people's belief on their abilities or their hedonic principle moderates the relationsh…
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Date:
December 2021
Creator:
Ahmad, Fayez