Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does
This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking versus writing about a liked brand influence the communicator’s own later reactions to that brand? Our conceptualization argues that because oral com...
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| Published in: | The Journal of consumer research 2018-10, Vol.45 (3), p.595-614 |
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| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Citations: | Items that this one cites Items that cite this one |
| Online Access: | Get full text |
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