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.
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.
M. Deniz Dalman, Graduate School of Management, Saint Petersburg State University, Russia
Junhong Min, Michigan Technological University, USA
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase
Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University
I4. Pink Tax: Are Some Marketing Practices Discriminatory?
Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas
M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards
Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA