Using the power of Word-Of-Mouth to leverage the effect of marketing activities on consumer responses
Anne Martensen and Jan Mouritsen
| 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 | Werbewirkung | Advertising effects | Markenimage | Brand image | Marketing | Social Web | Social web | Marktforschung | Market research | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/14783363.2016.1187996 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011581296