Analysis of commercial rumors from the perspective of marketing managers: Rumor prevalence, effects, and control tactics

Journal of Marketing Communications

Volumn 16, Issue 4, 2010, Pages 239-253

  Kimmel, Allan J ^a   Audrain Pontevia, Anne Françoise ^b  

^a ESCP EUROPE   (France)

^b NEOMA BUSINESS SCHOOL   (France)

Author keywords

Commercial rumors; Rumor; Rumor control; Word of mouth

Indexed keywords

EID: 77955105960     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260902884433     Document Type: Article

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