The impact of negative eWOM on the brand equity of telecommunication companies

Social media platforms have been growing in importance for consumers and marketers, by allowing brands to build a closer relationship with their consumers. Nowadays, Facebook is used as tool to reach new consumers and engage with the current ones. Nevertheless, the facilitated interactions may also...

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Detalhes bibliográficos
Autor principal: Fernandes, Ana Sofia Jaques Afonso (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2018
Assuntos:
Social media
Word-of-Mouth (WOM)
Electronic Word-of-Mouth (eWOM)
Consumer-based brand equity
Brand attitude
Perceived brand quality
Re-patronage intentions
Negative Word-of-Mouth Intentions
Telecommunication industry
Redes sociais
Percepção da qualidade da marca
Intenções de re-patronage
Intenções de WOM negativo
Indústria de telecomunicações
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/25538
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/25538

Texto Completo

http://hdl.handle.net/10400.14/25538

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