Marketing matters: The various words of mouth - moving beyond the "Road-to-Damascus" conversion

Journal of Advertising Research

Volumn 52, Issue 1, 2012, Pages 12-14

  Romaniuk, Jenni ^a  

^a UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84858809648     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-52-1-012-014     Document Type: Article

References (3)

1. East, R., K. Hammond, and W. Lomax. "Measuring the Impact of Positive and Negative Word of Mouth on Brand Purchase Probability. " International Journal of Research in Marketing 25 (2008): 215-224.
2. Keaveney, S. M. "Customer Switching Behavior in Service Industries: An Exploratory Study. " Journal of Marketing 59 (1995): 71-82.
3. Romaniuk, J., R. East, and C. Nguyen. The Intended Effect of WOM about TV Programs. Ljubiana Slovenia: European Marketing Academy Conference, 2011.