Measuring the impact of positive and negative word of mouth on brand purchase probability

East, Robert, Hammond, Kathy and Lomax, Wendy (2008) Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), pp. 215-224. ISSN (print) 0167-8116

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Item Type: Article
Uncontrolled Keywords: word of mouth, impact, brand commitment, familiarity, nps, impression-formation, behavior, communication, conversations, satisfaction, performance, intentions, consumers, responses, validity
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Entrepreneurship) (until July 2013)
Faculty of Business and Law
Depositing User: Margaret French
Date Deposited: 19 Jan 2010 11:26
Last Modified: 04 Mar 2011 16:56
URI: http://eprints.kingston.ac.uk/id/eprint/11763

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