How Brand Innovativeness Generates Positive Word of Mouth
Author:
Affiliation:
1. Foreign Trade University, Ho Chi Minh City, Vietnam
2. University of Economics Ho Chi Minh City (UEH), Vietnam
3. UNSW Sydney, NSW, Australia
Abstract
Funder
University of Economics HoChiMinh City
Publisher
SAGE Publications
Subject
Marketing,Economics and Econometrics,General Energy
Link
http://journals.sagepub.com/doi/pdf/10.1177/14413582221113583
Reference66 articles.
1. Brand passion: Antecedents and consequences
2. The effects of social- and self-motives on the intentions to share positive and negative word of mouth
3. Social Brand Engagement: How Orientation Events Engage Students with the University
4. Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives
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