Brand buzz in the echoverse

Journal of Marketing

Volumn 80, Issue 3, 2016, Pages 1-24

  Hewett, Kelly ^a   Rand, William ^b   Rust, Roland T ^b   Van Heerde, Harald J ^c,d  

^a UNIVERSITY OF TENNESSEE   (United States)

^b UNIVERSITY OF MARYLAND   (United States)

^c MASSEY UNIVERSITY   (New Zealand)

^d TILBURG UNIVERSITY   (Netherlands)

Author keywords

Advertising; Brand communications; Social media; Vector autoregression; Word of mouth

Indexed keywords

EID: 84973897706     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.15.0033     Document Type: Article

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