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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Official URL: http://dx.doi.org/10.1016/j.ijresmar.2008.04.001
| 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) 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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