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This is a significant new finding which could assist management in redirecting its resources; (c) brand trust was unexpectedly found to have a negative relationship with the drivers of customer equity. This could be that long-term outcome as brand trust may prove to be difficult to measure in a cross-sectional study. Furthermore, online reviews have no significant relationship with \u2018brand trust.' This may be that brand trust may be more important in short-term outcomes with online reviews.<\/p>","DOI":"10.4018\/jeco.2019100103","type":"journal-article","created":{"date-parts":[[2019,8,23]],"date-time":"2019-08-23T13:52:56Z","timestamp":1566568376000},"page":"30-43","source":"Crossref","is-referenced-by-count":2,"title":["The Influence of Online Reviews and Brand Trust and Customer Equity"],"prefix":"10.4018","volume":"17","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2059-1701","authenticated-orcid":true,"given":"Glenn","family":"Asano","sequence":"first","affiliation":[{"name":"Ryerson University, Toronto, Canada"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8861-3642","authenticated-orcid":true,"given":"Ting Pong Vincent","family":"Cheng","sequence":"additional","affiliation":[{"name":"Macao University of Science and Technology, Macao, China"}]},{"given":"Joan","family":"Rhodes","sequence":"additional","affiliation":[{"name":"Macquarie University (MGSM), Sydney, Australia"}]},{"given":"Peter","family":"Lok","sequence":"additional","affiliation":[{"name":"University of Sydney, Sydney, Australia"}]}],"member":"2432","reference":[{"key":"JECO.2019100103-0","doi-asserted-by":"publisher","DOI":"10.1086\/341576"},{"key":"JECO.2019100103-1","doi-asserted-by":"crossref","unstructured":"Aurier, P. & N\u2019Goala, G. 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