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Cognitive, experiential, and marketing factors mediate the effect of brand personality on brand equity
ArticleAbstract: Many researchers have investigated the effects of brand personality on brand equity; however, the anPalabras claves:Brand Equity, Brand personality, Branding strategies, Cognitive factors, Cosmetics industry, Experiential factors, Marketing factorsAutores:Adriana Andrea Amaya Rivas, Ju T.L., Liao Y.K., Wu W.Y.Fuentes:googlescopusExamining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites
ArticleAbstract: Social networking sites (SNSs) have assumed an increasingly central role in the passage of electroniPalabras claves:EWOM, Information adoption, Information cbkp_redibility, Information usefulness, purchase intention, social networking sitesAutores:Adriana Andrea Amaya Rivas, Liao Y.K., Tien D.H.Fuentes:googlescopus