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Journal of Promotion Management Volume 24, 2018 - Issue 1
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The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior

Uttam ChakrabortySchool of Management, National Institute of Technology Karnataka, Surathkal, Mangalore, IndiaCorrespondence[email protected] [email protected]
ORCID Iconhttp://orcid.org/0000-0003-1984-7677
ORCID Icon &
Savita BhatSchool of Management, National Institute of Technology Karnataka, Surathkal, Mangalore, IndiaCorrespondence[email protected] [email protected]
ORCID Iconhttp://orcid.org/0000-0002-0426-4279
ORCID Icon
Pages 57-82 | Published online: 06 Sep 2017

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Charitha Harshani Perera, Rajkishore Nayak & Long Thang Van Nguyen. (2023) The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications 29:8, pages 770-795.
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Sudhir Rana, Sudin Bag, Indrajit Ghosal & Bikram Prasad. (2023) How Do Influencers Moderate Purchase Motives? An Application of S-O-R Model to Assess the Effects of Reviewers’ Rating on Online Purchase. Journal of Promotion Management 29:8, pages 1168-1197.
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Linda Dam, Anne Marie Basaran Borsai & Benjamin Burroughs. (2023) (Over)Eating with Our Eyes: An Examination of Mukbang Influencer Marketing and Consumer Engagement with Food Brands. Journal of Promotion Management 0:0, pages 1-25.
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Van Dat Tran, Minh Dung Nguyen & Lan Anh Lương. (2022) The effects of online credible review on brand trust dimensions and willingness to buy: Evidence from Vietnam consumers. Cogent Business & Management 9:1.
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Antonio Eliezer Raposo Junior, Emerson Wagner Mainardes & Poliano Bastos da Cruz. (2022) Antecedents of trust in product review blogs and their impact on users’ behavioral intentions. The International Review of Retail, Distribution and Consumer Research 32:3, pages 266-292.
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Preeti Nayal & Neeraj Pandey. (2022) What Makes a Consumer Redeem Digital Coupons? Behavioral Insights from Grounded Theory Approach. Journal of Promotion Management 28:3, pages 205-238.
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Hyuk Jun Cheong & Sufyan Mohammed-Baksh. (2021) Purchase Situations and Information-Seeking in Brand-Related User-Generated Content. Journal of Promotion Management 27:5, pages 740-764.
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M. Altaf Khan. (2021) Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management 27:4, pages 503-523.
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Harindranath R. M.Bharadhwaj Sivakumaran. (2021) Perceived Impact of Promotional Support: Issues and Scale. Journal of Promotion Management 27:1, pages 77-102.
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Uttam Chakraborty & Santosh Kumar Biswal. (2020) Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate?. Journal of Promotion Management 26:7, pages 943-963.
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Preeti Nayal & Neeraj Pandey. (2020) Redemption Intention of Coupons: A Meta-Analytical Review and Future Directions. Journal of Promotion Management 26:3, pages 372-395.
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Monica Khanna, Isaac Jacob & Anjali Chopra. (2019) Promoting Business School Brands Through Alumni (Past Customers)-Analyzing Factors Influencing Their Brand Resonance. Journal of Promotion Management 25:3, pages 337-353.
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Chen Lou & Shupei Yuan. (2019) Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising 19:1, pages 58-73.
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