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This paper has measured the effects of antecedents of electronic word of mouth (eWOM) on Consumer Based Brand Equity (CBBE) for branded hotels. The hypotheses and a conceptual framework were developed based on the review of extant literature and qualitative study which were empirically tested using ...

Charu Sijoria; Srabanti Mukherjee; Biplab Datta
Routledge, Philadelphia, USA
Journal of Hospitality Marketing & Management, 2019, 28, 1, pp 1-27