Browsing by author "Asano, Glenn"
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The influence of online reviews on decision making – implications to the travel industry
Lok, Peter; Asano, Glenn; Rhodes, JoPublished 2014-07-01This study adopts a quantitative approach using a factorial between-subjects experimental design to determine the effects of online reviews on brand trust and consumer equity. Customer equity links closely with customer ...Open AccessWorking Paper -
The relationship between brand trust, online customer reviews and willingness to purchase
Lok, Peter CW; Cheng, Vincent TP; Rhodes, Jo H; Asano, GlennPublished 2012-04-01This research investigates how online customer reviews, a particular form of electronic word of mouth (eWOM), affect consumer decision-making (willingness to purchase) during a first time purchase of services or products. ...Open AccessWorking Paper
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