Structural Equivalence and Cohesion Can Explain Bandwagon and Snob Effect
Existing studies have shown that highly conspicuous brands are strongly impacted by word of mouth. Bandwagon and snob effects are opposite; however, existing studies have not shown the conditions under which these opposite effects occur. If we assume that they work simultaneously, they would negate...
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| Format: | Article |
| Language: | English |
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Global Business Research Center
2016-02-01
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| Series: | Annals of Business Administrative Science |
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| Online Access: | https://www.jstage.jst.go.jp/article/abas/15/1/15_0150816a/_pdf/-char/en |