IEEE - Institute of Electrical and Electronics Engineers, Inc. - Study on the Effects of the Negative WOM on Brand Switching in the Net Environment

2010 International Conference on E-Business and E-Government (ICEE)

Author(s): Lv Xiaoping ; Fei Pinghua
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 May 2010
Conference Location: Guangzhou, China, China
Conference Date: 7 May 2010
Page(s): 4,632 - 4,636
ISBN (CD): 978-0-7695-3997-3
ISBN (Electronic): 978-1-4244-6647-4
DOI: 10.1109/ICEE.2010.1162
Regular:

The purpose of this paper is to research the influences of the negative WOM on the consumer brand switching behavior from the strength of negative WOM, the disseminator's expertise and the... View More

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