The effects of positive and negative online customer reviews (Record no. 12369)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01034npc a2200169Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | HO-DAC, NGA N |
| 245 #4 - TITLE STATEMENT | |
| Title | The effects of positive and negative online customer reviews |
| Remainder of title | Do brand strength and category maturity matter |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 37-53 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Research has shown brand equity to moderate the realtionship between online customer reviews (OCRs) and sales in both the emerging Blu-ray and mature DVD player categories. Positive OCRs increase the sales of models of weak brand. In contrast, OCRs have no significant impact on the sales of the models of strong brands, although these models do receive a significant sales boost from their greater brand equity. Higher sales lead to a larger number of positive OCRs and increased positive OCRsaid a brand's transition from weak to strong. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | CARSON, STEPPHEN J |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P15196 |
| Note | M |
| Host Itemnumber | 27735 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.