Investigating the Relationship Between the Content of Online Word of Mouth, Adve

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收藏 2015-03-31

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【作者(必填)】Shyam GopinathDavid Eccles School of Business, University of Utah, Salt Lake City, Utah 84112
shyam.gopinath@business.utah.edu,
Jacquelyn S. Thomas
Edwin L. Cox School of Business, Southern Methodist University, Dallas, Texas 75275
thomasj@mail.cox.smu.edu,
Lakshman Krishnamurthi
Kellogg School of Management, Northwestern University, Evanston, Illinois 60208
laksh@kellogg.northwestern.edu

【文题(必填)】Investigating the Relationship Between the Content of Online Word of Mouth, Advertising, and Brand Performance

【年份(必填)】
2014
【全文链接或数据库名称(选填)】http://pubsonline.informs.org/doi/pdf/10.1287/mksc.2013.0820