Consumers’ Cognitive Process of Discounting Negative e-WOM for Technological Luxury Products
Although there are plethora of research on negative e-WOM, yet little is known why consumers purchase luxury brands despite being aware of negative e-WOM regarding the respective brand. This study aims to explore the factors influencing consumers’ cognitive process of discounting negative e-WOM whil...
| Main Authors: | , |
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| Format: | Conference Paper |
| Published: |
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/80245 |