Measuring the impact of positive and negative word of mouth on brand purchase probability
Kathy Hammond and
International Journal of Research in Marketing, 2008, vol. 25, issue 3, 215-224
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)
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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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