Lien, Che-Hui; Wu, Jyh-Jeng; Hsu, Maxwell K.; Wang, … - In: International Journal of Bank Marketing 36 (2018) 4, pp. 764-783
Purpose: The purpose of this paper is to examine the mediating effect of functional value and symbolic value between positive moods and word-of-mouth (WOM) referrals in the context of Taiwan’s banking industry. In addition, this study investigates the moderating effect of relational benefits...