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Category:

Articles

Type:

artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych

Published in:

Handel Wewnętrzny pages 95 - 109,
ISSN: 0438-5403

Language:

English

Publication year:

2018

Bibliographic description:

Brzozowska-Woś M.: The effects of perceived risk, brand value, and brand trust on eWOM// Handel Wewnętrzny. -., iss. 6 (377) (2018), s.95-109

Bibliography: test

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76. структурных уравнений (англ. SEM). Подтвердили пять из шести выдвинутых гипотез. Не подтвердили прямого влияния воспринимаемой ценности брен- да на генерирование eWOM. Воспринимаемая ценность продукта оказывает большее влияние на доверие к бренду, нежели ощущаемый риск. Подтвердили тоже отрицательное влияние ощущаемого риска на ценность бренда, воспри- нимаемую потребителями. Оказалось тоже, что доверие к бренду оказывает большее влияние на склонность к э-сарафанному радио, чем ощущаемый риск. Ключевые слова: воспринимаемая ценность бренда, ощущаемый риск, до- верие к бренду, электронный маркетинг «из уст в уста», э-сарафанное радио (англ. eWOM). open in new tab
77. Коды JEL: M310, M370 open in new tab
78. Artykuł zaakceptowano do druku w październiku 2018 roku Afiliacja: dr inż. Magdalena Brzozowska-Woś open in new tab

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