(Answered) : Subject Marketing Based Article Title Brand Say Effects Brand Feedback Negative Ewom Brand Q31131477

Subject: Marketing

Based on article title: What does the brand say? Effects ofbrand feedback to negative eWOM on brand trust and purchaseintentions.

Manu Bhandari &Shelly Rodgers (2018) What does the brand say? Effects of brandfeedback to negative eWOM on brand trust and purchase intentions,International Journal of Advertising, 37:1, 125-141,

To link to thisarticle:https://www.researchgate.net/profile/Shelly_Rodgers/publication/318794968_What_does_the_brand_say_Effects_of_brand_feedback_to_negative_eWOM_on_brand_trust_and_purchase_intentions/links/5a9af9b6aca2721e3f301785/What-does-the-brand-say-Effects-of-brand-feedback-to-negative-eWOM-on-brand-trust-and-purchase-intentions.pdf

Question:

Base on this selectedresearch paper:

1. Is the researchimportant? Why?

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