@inproceedings{fcead1a3df4d4c46b774330757ab8a47,
title = "How do consumers make online brand decision?",
abstract = "In this study, we firstly define brand decision as two kinds, one brand choice and multi-brands choice. By using multiple linear regression model and multinomial logit model separately, we construct links between brand identity, brand communication, electronic word of mouth and brand choice (one-brand and multi-brands). We find brand identity, brand communication and eWOM are positively associated with consumers' one-brand choice decision. We also find brand identity and brand communication do have impacts on consumers' multi-brands choice decision. Brand identity plays a very important role in consumers' brand choice. However, surprising to us, eWOM is insignificantly linked with multi-brands choice.",
keywords = "Brand communication, Brand decision, Brand identity, EWOM",
author = "Ming Hu and Jie Gao and Shixuan Wang",
note = "Publisher Copyright: {\textcopyright} 2017 IEEE.; 14th International Conference on Services Systems and Services Management, ICSSSM 2017 ; Conference date: 16-06-2017 Through 18-06-2017",
year = "2017",
month = jul,
day = "28",
doi = "10.1109/ICSSSM.2017.7996268",
language = "英语",
series = "14th International Conference on Services Systems and Services Management, ICSSSM 2017 - Proceedings",
publisher = "Institute of Electrical and Electronics Engineers Inc.",
editor = "Xiaoqiang Cai and Jiafu Tang and Jian Chen",
booktitle = "14th International Conference on Services Systems and Services Management, ICSSSM 2017 - Proceedings",
address = "美国",
}