Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions
Year of publication: |
April 2016
|
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Authors: | Baker, Andrew M. ; Donthu, Naveen ; Kumar, V. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 53.2016, 2, p. 225-239
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Subject: | word-of-mouth valence | offline word of mouth | branding | word-of-mouth retransmission | purchase intention | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Markenführung | Brand management |
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