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- W2145759214 abstract "This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. The present study collects 317 players of the online game ¿World of Warcraft¿ to empirically investigate the relationships among brand image, brand trust, and online word-of-mouth, and examines the moderating effect of experience. By manipulating structural equation modeling (SEM), the research results indicate that brand trust serves as a partial mediator between brand image and online word-of-mouth. The other findings specify the substantial moderating effect of experience in brand image, brand trust, and online word-of-mouth." @default.
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- W2145759214 date "2009-12-01" @default.
- W2145759214 modified "2023-10-14" @default.
- W2145759214 title "The relationships among brand image, brand trust, and online word-of-mouth: an example of online gaming" @default.
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- W2145759214 doi "https://doi.org/10.1109/ieem.2009.5373094" @default.
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