ارزش ویژه برند رقیق سازی از طریق ارتباطات آنلاین دهان به دهان

In this paper, we examine effects of negative online product reviews, a specific type of word-of-mouth communication, on consumer-based brand equity in terms of brand equity dilution. The results of our empirical study provide support for the assumed detrimental effect of negative online product reviews on consumer-based brand equity.