Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context

• Published in: Journal of the Academy of Marketing Science Vol. 33; no. 2; pp. 123 - 138
• Main Author: Brown, T. J.
• Format: Journal Article
• Language: English
• Published: New York Springer Nature B.V 01.04.2005
• Subjects: Brand loyalty; Communication; Consumer attitudes; Consumer behavior; Consumers; Customer satisfaction; Customers; Identification; Influence; Marketing; Retail stores; Statistical analysis; Studies; Word of mouth advertising; United States > US

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically focus on the direct effects of consumers' satisfaction and dissatisfaction with previous purchasing experiences. The authors develop and test a more comprehensive model of the antecedents of positive WOM (...