| 000 | 01034npc a2200169Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.8 | ||
| 100 | _aHO-DAC, NGA N | ||
| 245 | 4 |
_aThe effects of positive and negative online customer reviews _bDo brand strength and category maturity matter |
|
| 260 | _c2013 | ||
| 300 | _a37-53 | ||
| 520 | _aResearch 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 | _aMARKETING | ||
| 700 | _aCARSON, STEPPHEN J | ||
| 773 |
_oP15196 _nM _927735 _011181 _tJOURNAL OF MARKETING |
||
| 942 |
_2ddc _cARTCL |
||
| 999 |
_c12369 _d12369 |
||