Now showing items 1-2 of 2
The relationships between products’ hedonic and utilitarian values and three word of mouth variables
(Lincoln University, 2013-04)
Word of mouth (WOM) research and word of mouth marketing are often associated with two challenges. The first challenge stems from inconsistent findings in previous research about WOM drivers. The second challenge is the ...
Generating positive word of mouth (WOM): An integrative and practical approach
(Lincoln University, 2017-11-28)
The consumer behaviour of sending positive word of mouth (WOM) messages about products to other consumers is known to have a considerable impact on the receiver’s decision making and hence on the financial well-being of ...