How does language intensity of brand fan word-of-mouth (WOM) affect customers' willingness to adopt WOM? : An empirical study based on psychological resistance theory
Year of publication: |
2024
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Authors: | Zhang, Depeng ; Li, Zhongxiang ; Ma, Jiaxin |
Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 3, p. 736-755
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Subject: | Freedom threats | Language intensity of brand fan WOM | Willingness to adopt WOM | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenführung | Brand management | Sprache | Language | Markenimage | Brand image |
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