Online customer reviews and willingness to purchase

brand trust as a mediating variable

Vincent Cheng, Jo Rhodes, Peter Lok

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Original languageEnglish
Title of host publicationProceedings of the 38th EIBA Annual Conference
Place of PublicationBrighton, UK
PublisherEuropean International Business Academy (EIBA)
Pages1-30
Number of pages30
Publication statusPublished - 2012
EventEuropean International Business Academy Conference (38th : 2012) - Brighton, UK
Duration: 7 Dec 20129 Dec 2012

Conference

ConferenceEuropean International Business Academy Conference (38th : 2012)
CityBrighton, UK
Period7/12/129/12/12

Cite this

Cheng, V., Rhodes, J., & Lok, P. (2012). Online customer reviews and willingness to purchase: brand trust as a mediating variable. In Proceedings of the 38th EIBA Annual Conference (pp. 1-30). Brighton, UK: European International Business Academy (EIBA).