Bush, Victoria D.; Bush, Alan J.; Clark, Paul; Bush, … - In: Journal of Consumer Marketing 22 (2005) 5, pp. 257-264
Purpose – To investigate the influence of word‐of‐mouth (WOM) behavior among the growing teenage female market segment in the flourishing sports market. Design/methodology/approach – A sample of 118 teenaged girls, aged 13‐18, participated in the study. The theory of consumer...
