Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity

Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity

The main purpose of this study is to determine the mediator and regulatory role of electronic word-of-mouth communication (e-WOM) in the effect of service environments of online marketplace and business-to-consumer websites on brand equity. In addition, the study examines the effect of electronic se...

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Bibliographic Details
Main Authors: Emel Yıldız, Mahmut Koçan
Format: Article
Language:English
Published: Sivas Cumhuriyet Üniversitesi 2025-01-01
Series:Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi
Subjects:
markalaşma
marka değeri
elektronik ticaret
elektronik hizmet ortamı
elektronik ağızdan ağıza iletişim
branding
brand equity
electronic commerce
electronic servicescape
electronic word of mouth communication (e-wom)
Online Access:https://dergipark.org.tr/tr/download/article-file/4213609
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