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|a Mitsis, Ann
|e author
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|a Foley, Patrick
|e author
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|a Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?
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|b Asian Academy of Management (AAM),
|c 2012.
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|z Get fulltext
|u http://eprints.usm.my/36570/1/AAMJ_17.1.1.pdf
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|a The specific question that this paper seeks to answer is: do psychographic culturallyanchored 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 implications for service-based industries like universities. Results suggest that positive word of mouth intention is influenced by psychographic characteristics. Generation Y's positive word of mouth antecedents were: high collectivism, high uncertainty avoidance, and high power distance. Generation X's had only one antecedent, high collectivism. This paper concludes by outlining the areas for future research of Generation Y and the implication of this research for university leaders tasked with enhancing positive word of mouth in current students and alumni.
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|a en
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|a HD28-70 Management. Industrial Management
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