Using Word-of-Mouth to Portray an Image of Being Knowledgeable
Word-of-mouth (WOM) is a powerful phenomenon, with the potential to determine a brand’s success by influencing both purchase decisions and the consumers’ experiences. While the predominant view suggests that WOM behavior stems from satisfaction with the brand, self-presentation can also motivate peo...
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| Language: | en en |
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2013
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| Online Access: | http://hdl.handle.net/1974/7946 |