When Do Opinion Leaders Spread Word-Of-Mouth? the Moderating Role of Brand Strength and Performance
While Word-of-Mouth (WOM) has been studied extensively in the marketing literature, brand effects on WOM are scarcely researched. In this research our objective is to fill this gap in literature by investigating how and when opinion leaders (vs. other consumers) choose to spread WOM for brands varying in strength.
Citation:
M. Deniz Dalman and Junhong Min (2015) ,"When Do Opinion Leaders Spread Word-Of-Mouth? the Moderating Role of Brand Strength and Performance", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 321-321.
Authors
M. Deniz Dalman, Graduate School of Management, Saint Petersburg State University, Russia
Junhong Min, Michigan Technological University, USA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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