Word-of-mouth

Purpose – This research was designed to expand the understanding of how brand familiarity may affect the motivation to process word-of-mouth (WOM) information in brand evaluation. The pre-WOM brand attitude certainty is expected to explain the moderation effect. The paper aims to discuss these issue...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Asia Pacific journal of marketing and logistics 2014-01, Vol.26 (1), p.39-53
Hauptverfasser:	Chong Lim, Boon, M.Y. Chung, Cindy
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Brand image Brand names Consumers Credibility Heuristic Information processing Marketing Marketing strategy/methods Regional marketing Word of mouth advertising
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!