How brand innovativeness generates positive word of mouth
Year of publication: |
2024
|
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Authors: | Pham Hung Cuong ; Nguyen-Le, Xuan-Doanh ; Ngo, Liem Viet ; Nguyen Phong Nguyen |
Published in: |
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC). - [London] : Sage Publishing, ISSN 1839-3349, ZDB-ID 2211477-4. - Vol. 32.2024, 1, p. 56-64
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Subject: | brand innovativeness | positive word of mouth | perceived brand expertise | altruism | longitudinal study | Virales Marketing | Viral marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Innovation | Markenartikel | Brand |
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