Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking
Abstract
Purpose Prior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in an inability to ascertain the causal direction of relationships. Using third party measures, this paper aims to study the effects of brand reputation, via self-expressive brand perceptions, on both firm-directed and other customer-directed customer voluntary sharing...
Paper Details
Title
Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking
Published Date
Jun 10, 2020
Volume
30
Issue
4
Pages
565 - 578
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Notes
History