Measuring the impact of positive and negative word of mouth on brand purchase probability
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Positive interpersonal communications, such as recommendations, should be beneficial.
“Positive interpersonal communications, such as recommendations, should be beneficial (East et al. 2008)”
From Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services (2019) · cites this paper as East et al. 2008
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Receiver responses to rewarded referrals: the motive inferences framework
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The Role of Retailer Trust and Word of Mouth in Buying Organic Foods in an Emerging Market
Pandey, S., & Khare, A. (2017) · Journal of Food Products Marketing · doi:10.1080/10454446.2017.1266543 · Cited by 29 · see citing works
- Authors
- East, R., Hammond, K., & Lomax, W.
- Affiliations
- Kingston University London (GB)
- Corresponding author
- East, Robert
- Venue
- International Journal of Research in Marketing
- Publisher
- Elsevier BV
- Published
- 2008-09
- Volume
- 25
- Issue
- 3
- Pages
- 215-224
- ISSN
- 0167-8116 (ISSN-L)
- OpenAlex
- W2024300665
- Cited by
- 629
- References
- 41
- Citations by year
- 2026: 14 · 2025: 23 · 2024: 19 · 2023: 38 · 2022: 32 · 2021: 42 · 2020: 46 · 2019: 43 · 2018: 46 · 2017: 54 · 2016: 54 · 2015: 46 · 2014: 48 · 2013: 48 · 2012: 28
- FWCI
- 54.39
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Research in Marketing (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Research Repository (Kingston University London) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- word of mouth, positive word of mouth, negative word-of-mouth, purchase intention, consumer resistance, brand preference
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