DO GENERATIONAL MEMBERSHIP AND PSYCHOGRAPHIC CHARACTERISTICS INFLUENCE POSITIVE WORD OF MOUTH IN A UNIVERSITY CONTEXT?
The specific question that this paper seeks to answer is: do psychographic culturally- anchored values act as antecedents to positive word of mouth intention independently of an individual's generational (Generation Y rather than Generation X) membership? This question has important implication...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Sains Malaysia
2012-01-01
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| Series: | Asian Academy of Management Journal |
| Subjects: | |
| Online Access: | http://web.usm.my/aamj/17.1.2012/AAMJ_17.1.1.pdf |