Capturing dynamics in the value for brand recommendations from word-of-mouth conversations
Year of publication: |
2019
|
---|---|
Authors: | Luo, Anita ; Baker, Andrew M. ; Donthu, Naveen |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 104.2019, p. 247-260
|
Subject: | Word of mouth | Bayesian estimation | State space model | Branding | Virales Marketing | Viral marketing | Markenführung | Brand management | Bayes-Statistik | Bayesian inference | Konsumentenverhalten | Consumer behaviour | Zustandsraummodell | Markenimage | Brand image | Markenartikel | Brand |
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