Purpose – Word‐of‐mouth (WOM) marketing has become a key focus for many organisations. However, little research has sought to identify the dimensionality of WOM. The present research project aims to describe the development of a 12‐item measure that can be used to assess WOM at an...

Purpose – Organizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers' attitudes and behaviors. However, prior research offers little insight into what WOM really means. The...

Purpose – Word of mouth (WOM) is becoming increasingly recognized as an important form of promotion, particularly within professional services environments, where credence qualities play a critical role in consumers' choices. The present paper seeks to explore the factors that are likely to...

Purpose – This study aims to examine the effects interpersonal, service product and message factors has on positive and negative word of mouth's (WOM) influence. The study also sought to address the impact WOM had on changes in people's willingness to use a service provider....

There has been considerable research into the pattern of consumer durable purchase. Most of the research has used Guttman scaling as the basis of the analysis but there are some problems in using this method with durable ownership data. It is suggested that Rasch scaling is an alternative...