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 contributionpeer-review

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


ConferenceEuropean International Business Academy Conference (38th : 2012)
CityBrighton, UK

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