Using the power of Word-Of-Mouth to leverage the effect of marketing activities on consumer responses
Year of publication: |
July-August 2016
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Authors: | Martensen, Anne ; Mouritsen, Jan |
Published in: |
Total quality management & business excellence : an official journal of the European Society for Organisational Excellence. - Abingdon, Oxfordshire : Routledge, ISSN 1478-3363, ZDB-ID 2101779-7. - Vol. 27.2016, 7/8, p. 927-943
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Subject: | word of mouth | marketing activities | brand attitude | purchase intention | structural equation model | mediation | survey | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Strukturgleichungsmodell | Structural equation model | Markenimage | Brand image | Werbewirkung | Advertising effects |
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