How do consumers make online brand decision?

被引:0
|
作者
Hu, Ming [1 ]
Gao, Jie [1 ]
Wang, Shixuan [1 ]
机构
[1] Univ Harbin Inst Technol, Sch Econ & Management, Shenzhen, Peoples R China
关键词
Brand decision; Brand identity; Brand communication; eWOM;
D O I
暂无
中图分类号
TP [自动化技术、计算机技术];
学科分类号
0812 ;
摘要
In this study, we firstly define brand decision as two kinds, one brand choice and multi-brands choice. By using multiple linear regression model and multinomial logit model separately, we construct links between brand identity, brand communication, electronic word of mouth and brand choice (one-brand and multi-brands). We find brand identity, brand communication and eWOM are positively associated with consumers' one-brand choice decision. We also find brand identity and brand communication do have impacts on consumers' multi-brands choice decision. Brand identity plays a very important role in consumers' brand choice. However, surprising to us, eWOM is insignificantly linked with multi-brands choice.
引用
收藏
页数:6
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