The relative incidence of positive and negative word of mouth: A multi-category study

International Journal of Research in Marketing

Volumn 24, Issue 2, 2007, Pages 175-184

  East, Robert ^a   Hammond, Kathy ^b   Wright, Malcolm ^c  

^a KINGSTON UNIVERSITY   (United Kingdom)

^b Duke Corporate Education   (United Kingdom)

^c VICTORIA UNIVERSITY OF WELLINGTON   (New Zealand)

Author keywords

Recommendation; Word of mouth

Indexed keywords

EID: 34248225266     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2006.12.004     Document Type: Article

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