Harris, Patricia; Khatami, Nasim Alsadat - In: Journal of Islamic Marketing 8 (2017) 1, pp. 2-15
Purpose The purpose of this paper is to report on research on the antecedents of word of mouth (WOM) behaviour among Iranian women in the context of grocery shopping. Design/methodology/approach Using a survey instrument, the authors empirically test the conceptual model of De Matos and Rossi....