Browsing ITLS Working Papers by author "Asano, Glenn"
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
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