A study on the effects of word-of-mouth on the evaluation of different types of product attributes

• Main Authors: Boey, Marvin Jian Zhi, Phuah, Li-Yean, Ong, Shu Pei
• 其他作者: Chung, Cindy Mann Yien
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Business::Marketing::Consumer behavior
• 在線閱讀: http://hdl.handle.net/10356/10539

The effects of Word-of-Mouth (WOM) on the receiver’s attitudes and behavioural intentions have been studied at length by fellow WOM researchers. Existing WOM literature has also investigated the effects of positive WOM (PWOM) and negative WOM (NWOM). In addition, past research has suggested that all...