Effect of electronic word-of-mouth for low-cost airlines on brand image and purchase intention: The perspective of gender differences
This study is to examine the impact of electronic word-of-mouth (EWOM) for airlines on the purchase intention through Brand Image, coupled with the moderating effect of gender in the relationship. Structural equation modeling was applied to examine the interplay between the proposed variables, using...
| Main Authors: | , |
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| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2021-01-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/1335 |