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

International Journal of Research in Marketing - Tập 25 Số 3 - Trang 215-224 - 2008
Robert East1, Kathy Hammond2, Wendy Lomax1
1Kingston Business School, Kingston, KT2 7LB, UK
2Duke Corporate Education, 165 Fleet St, London, EC4A 2DY, UK

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