Article(electronic)February 2016

Measuring the impact of positive and negative word of mouth: A reappraisal

In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Volume 24, Issue 1, p. 54-58

East, Robert; Uncles, Mark D.; Romaniuk, Jenni; Lomax, Wendy

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Languages

English

Publisher

Elsevier BV

DOI

10.1016/j.ausmj.2015.12.003

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