Word of mouth: Measuring the power of individual messages

European Journal of Marketing

Volumn 46, Issue 1, 2012, Pages 237-257

  Sweeney, Jillian C ^a   Soutar, Geoffrey N ^a   Mazzarol, Tim ^a  

^a UNIVERSITY OF WESTERN AUSTRALIA   (Australia)

Author keywords

Cognition; Emotion; Measurement; Valence; Word of mouth

Indexed keywords

EID: 84856782672     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561211189310     Document Type: Article

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