Anti-branding on the internet

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

Customer Satisfaction, Brand Perception, Individual Consumer +14

Satisfaction: a behavioral perspective on the consumer

Choice Reviews Online · 2010 · 6.1K citations

Customer Satisfaction, Satisfaction Part 2, Behavioral Sciences +13

The Effect of Word of Mouth on Sales: Online Book Reviews

Judith A. Chevalier, Dina Mayzlin · Journal of Marketing Research · 2006 · 5.8K citations

Marketing, Customer Satisfaction, Online Book Reviews +15

Possible selves.

Hazel Rose Markus, Paula S. Nurius · American Psychologist · 1986 · 4.9K citations

Net gain: Expanding markets through virtual communities

John Hagel · Journal of Interactive Marketing · 1999 · 1.7K citations