How Does Buzz Build Brands? Investigating the Link between Word of Mouth and Brand Performance
To aid in resolving some of the ambiguity in the literature about the impact of different forms of WOM on brand performance, this dissertation investigates how WOM influences three consumer responses to WOM: purchase, WOM retransmission, and additional information search. The author investigates the...
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ScholarWorks @ Georgia State University
2011
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| Online Access: | http://scholarworks.gsu.edu/marketing_diss/19 http://scholarworks.gsu.edu/cgi/viewcontent.cgi?article=1018&context=marketing_diss |