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...

Full description

Bibliographic Details
Main Author: Fernandes, Ana Sofia Jaques Afonso (author)
Format: masterThesis
Language:eng
Published: 2018
Subjects:
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
Online Access:http://hdl.handle.net/10400.14/25538
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/25538

Internet

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

Similar Items