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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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Bibliographic Details
Main Author:	Ismail, Ahmed Rageh
Format:	Journal Article
Published:	Korean Academy of Marketing Science 2015
Online Access:	http://hdl.handle.net/20.500.11937/20222

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