How does language intensity of brand fan word-of-mouth (WOM) affect customers' willingness to adopt WOM? : An empirical study based on psychological resistance theory
Depeng Zhang, Zhongxiang Li and Jiaxin Ma
| Year of publication: |
2024
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|---|---|
| Authors: | Zhang, Depeng ; Li, Zhongxiang ; Ma, Jiaxin |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 3, p. 736-755
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| Subject: | Freedom threats | Language intensity of brand fan WOM | Willingness to adopt WOM | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Sprache | Language | Social Web | Social web | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-02-2023-0185 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014486775