Word-of-mouth generation and brand communication strategy
Year of publication: |
2017
|
---|---|
Authors: | Andrei, Andreia Gabriela ; Zait, Adriana ; Vătămănescu, Elena-Mădălina ; Pînzaru, Florina |
Published in: |
Industrial Management & Data Systems. - Emerald Publishing Limited, ISSN 1758-5783, ZDB-ID 2002327-3. - Vol. 117.2017, 3, p. 478-495
|
Publisher: |
Emerald Publishing Limited |
Subject: | Word-of-mouth | PLS-SEM | Brand perception | Communication strategy | Warmth and competence |
-
Can negative word-of-mouth have any impact on brand sustainability?
Kakalejcik, Lukas, (2021)
-
Hospitality products and the consumer price-perceived quality heuristic : an empirical perspective
Lee, Freddy Su Jin, (2013)
-
Gao, Yixing, (2021)
- More ...
-
Vătămănescu, Elena-Mădălina, (2017)
-
The sharing economy in post-communist societies : insights from Romania
Andrei, Andreia Gabriela, (2018)
-
Vătămănescu, Elena-Mădălina, (2020)
- More ...