TY  - GEN
AU  - HO-DAC, NGA N
AU  - CARSON, STEPPHEN J
TI  - The effects of positive and negative online customer reviews: Do brand strength and category maturity matter
PY  - 2013///
KW  - MARKETING
N2  - 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
ER  -