• Corpus ID: 10028389

Exploring the Impact of Online Reviews with Brand Equity for Online Software Purchasing Behavior

  title={Exploring the Impact of Online Reviews with Brand Equity for Online Software Purchasing Behavior},
  author={Jason H. Triche and Qing Cao and Mark A. Thompson},
  booktitle={Americas Conference on Information Systems},
Online purchasing is a booming business and is studied extensively in marketing and information systems research. Online product reviews are one factor that influence a consumer’s purchasing behavior and attitudes. Brand equity is a popular phenomenon that influences purchasing behaviors and attitudes of consumers. We seek to answer two questions in this research. First, do online consumer reviews contain elements of brand equity? Second, do these elements of brand equity in the online consumer… 

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