Measuring the impact of positive and negative word of mouth on brand purchase probability

Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of positive and negative word of mouth (PWOM, NWOM) on brand purchase probability. For familiar brands, we find that: 1. The impact of PWOM is generally greater th...

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Bibliographic Details
Published in:International journal of research in marketing 2008-09, Vol.25 (3), p.215-224
Main Authors: East, Robert, Hammond, Kathy, Lomax, Wendy
Format: Article
Language:English
Subjects:
Brand commitment
Brands
Consumer behavior
Familiarity
Impact
Impact analysis
NPS
Probability
Studies
Word of mouth
Word of mouth advertising
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