Leveraging the potential of word of mouth: the role of love, excitement and image of the brand
This study seeks to test a research framework designed to explain the direct effects of fashion brand love, image and excitement upon word of mouth in two different contexts. Using data collected from two different countries (the United Kingdom and Switzerland), the survey instrument was tested for...
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| Format: | Journal Article |
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Korean Academy of Marketing Science
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/20222 |