Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
Many companies have found that for their products to be successful in the market, they must first pay for word of mouth marketing and then utilize other types of ads. Previous studies have not paid enough attention to the value of target consumers. This study evaluates the roles of value congruity,...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Tomas Bata University in Zlín
2016-03-01
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| Series: | Journal of Competitiveness |
| Subjects: | |
| Online Access: | http://www.cjournal.cz/files/208.pdf |