Consumers’ Cognitive Process of Discounting Negative e-WOM for Technological Luxury Products

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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...

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Bibliographic Details
Main Authors:	Yong, Siew Siew, Rabbanee, Fazlul
Format:	Conference Paper
Published:	2018
Online Access:	http://hdl.handle.net/20.500.11937/80245

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