Dean, Dwane H.; Lang, Jane M. - In: Journal of Services Marketing 22 (2008) 1, pp. 48-58
the third‐party signal was compared with two other signals, word‐of‐mouth communication about a service brand and … significant two‐way ordinal interaction was found between word‐of‐mouth communication and third‐party evaluation. The boosting … effect of a favorable versus an unfavorable word‐of‐mouth communication was less in the presence of a favorable third …