Online reviews and its impact on brand equity

What is it about?

This study focuses on impact of online reviews on brand equity. This study uses mixed method approach to meet the objectives. This study uses structural equation modeling for quantitative analysis and Netnography for qualitative analysis.

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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.