The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic
word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the …

Based on the analysis of 2278 online passenger ratings of airports worldwide, this study
uses a standard multinomial logit model to determine the likelihood of a passenger being a …

Airport service quality (ASQ) is a competitive advantage for airport management in today's
airport market. Since the COVID-19 health crisis has unprecedentedly influenced airport …

This study examines brands' vulnerability to fake news. The rapid spread of online
misinformation poses challenges to brand managers, whose brands are cocreated online …

Consumers are increasingly relying on electronic word-of-mouth, such as online reviews,
before making purchase decisions. To reduce uncertainty about the validity of a review …

Positive online reviews elicit more positive consumer behaviors than negative reviews in the
hospitality industry. However, several variables that influence information processing may …

El propósito de este documento consiste en analizar la literatura desarrollada alrededor del
voz a voz electrónico (eWOM), en dos décadas, identificando la evolución del campo …

Cyberspace has provided new tools for marketers to improve the efficiency of marketing
communications and new approaches to acquire and retain customers. Online inter …

This paper explores the relevant antecedents and outcomes of the perceived helpfulness of
online consumer reviews (OCRs) among South Africans as an emerging market. The study …

The fashion and clothing sector is a highly competitive industry, where small and medium-
sized enterprises (SMEs) face numerous challenges, such as limited resources, high market …