Do all, or only some personality types engage in spreading negative WOM? : an experimental study of negative WOM, big 5 personality traits and brand personality
Vanitha Swaminathan and Umut Kubat Dokumaci
| Year of publication: |
2021
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| Authors: | Swaminathan, Vanitha ; Kubat Dokumaci, Umut |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 31.2021, 3, p. 260-272
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| Subject: | Big Five personality traits | brand personality | neuroticism | online word of mouth | wom | Virales Marketing | Viral marketing | Persönlichkeitspsychologie | Personality psychology | Markenimage | Brand image | Persönlichkeitsmerkmal | Personality trait | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/21639159.2020.1808837 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012549082