TY - GEN A1 - Mafael, Alexander A1 - Gottschalk, Sabrina A. A1 - Kreis, Henning T1 - Examining Biased Assimilation of Brand-related Online Reviews T2 - Journal of Interactive Marketing KW - Biased assimilation KW - eWOM KW - Online reviews KW - Moderated mediation KW - Branding Y1 - 2016 U6 - https://doi.org/10.1016/j.intmar.2016.06.002 SN - 1094-9968 VL - 36 SP - 91 EP - 106 ER -