REZVANI, Mehran; HOSEINI, Seyed Hamid Khodadad; … - In: Journal of Knowledge Management, Economics and … 2 (2012) 1, pp. 3-3
This paper investigates the impact of Word of Mouth (WOM) on Consumer Based Brand Equity (CBBE) creation. WOM characteristics such as, volume, valence, and source quality are studied to find how intensely they each affect brand awareness, perceived quality, and brand association. This...