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The Role of Perceived Review Credibility in the Context of Brand Equity Dilution Through Negative Product Reviews on the Internet.

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Title: The Role of Perceived Review Credibility in the Context of Brand Equity Dilution Through Negative Product Reviews on the Internet.
Authors: Bambauer-Sachse, Silke1, Mangold, Sabrina1
Source: Advances in Consumer Research. 2011, Vol. 38, p234-241. 8p. 6 Charts.
Database: Business Source Ultimate
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        Text: English
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