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Customer reaction and Market identity

29 September 2015
websites such as TripAdvisor have given consumers the power to impact a company's image.
This article, written by Tao Wang, Filippo Carlo Wezel and Bernard Forgues, examines the conditions under which organizations publicly respond to unfavorable consumer evaluations that challenge their market identity. This study relies on an analyse of a dataset of London hoteliers' responses to online reviews posted on TripAdvisor during the period 2002-2012.