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

Robert East, Kathy Hammond and Wendy Lomax

International Journal of Research in Marketing, 2008, vol. 25, issue 3, 215-224

Abstract: Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of positive and negative word of mouth (PWOM, NWOM) on brand purchase probability.

Keywords: Word of mouth; Impact; Brand commitment; Familiarity; NPS (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:25:y:2008:i:3:p:215-224

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