Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge
Abstract
Purpose This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. This paper also explores what happens when consumers become aware that brands are trying to persuade them to write a review. Design/methodology/approach Through three experimental studies, where...
Paper Details
Title
Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge
Published Date
Jun 13, 2020
Volume
30
Issue
4
Pages
549 - 564
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