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Ozbal et al., 2020 - Google Patents

A trust-based peer-to-peer digital brand equity (P2P-DBE) model

Ozbal et al., 2020

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Document ID
10271207462238466774
Author
Ozbal O
Duman T
Topaloglu O
Publication year
Publication venue
Journal of Marketing Theory and Practice

External Links

Snippet

The popularity of peer-to-peer digital brands (P2P-DBs) offers significant implications for branding theory and practice. P2P-DBs are relying on a trust mechanism that is driven by a bilateral rating/review instrument. The current study introduces a trust-based brand equity …
Continue reading at www.academia.edu (PDF) (other versions)

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