Capturing dynamics in the value for brand recommendations from word-of-mouth conversations
Anita Luo, Andrew Baker, Naveen Donthu
| Year of publication: |
2019
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|---|---|
| Authors: | Luo, Anita ; Baker, Andrew M. ; Donthu, Naveen |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 104.2019, p. 247-260
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| Subject: | Word of mouth | Bayesian estimation | State space model | Branding | Virales Marketing | Viral marketing | Markenführung | Brand management | Zustandsraummodell | Markenartikel | Brand | Bayes-Statistik | Bayesian inference | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.07.015 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012105018