Effect of Credible Reviews on Brand Image: A Mixed Method Approach

What is it about?

This study focuses on impact of online reviews on brand image. This study uses mixed method approach to meet the objective. This study uses structural equation modeling for quantitative analysis and Netnography for qualitative analysis. Brand image concept has been divided into two parts, namely, functional brand image and hedonic brand image. Functional brand image deals with product's operation, activity, benefits and usage whereas, hedonic brand image deals with consumer's feelings like their love and emotions towards the brands.

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Why is it important?

To evaluate the objective experiences of the consumers the present study uses quantitative techniques. and to examine the subjective experiences of the consumers the present study uses qualitative techniques.