The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector

Brzozowska-Woś Magdalena () and Schivinski Bruno ()
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Brzozowska-Woś Magdalena: Gdansk University of Technology.; Department of Marketing, Faculty of Management and Economics, Gdansk University of Technology, ul. G. Narutowicza 11/12, 80-233Gdańsk, Poland
Schivinski Bruno: RMIT University8, Melbourne, Australia; School of Media and Communication, RMIT University, 124 La Trobe Street, Melbourne, Victoria3000, Australia

Journal of Management and Business Administration. Central Europe, 2019, vol. 27, issue 3, 2-27

Abstract: Purpose: This paper focuses on the effects of positive and negative online reviews (eWOM) on the metrics of consumer-based brand equity (CBBE) in the context of the Polish restaurant sector.

Keywords: consumer-based brand equity; eWOM; restaurant sector (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:27:y:2019:i:3:p:2-27:n:1

DOI: 10.7206/cemj.2658-0845.1

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