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Marketing - Branding

 

 
On brands and word of mouth Brands and word-of-mouth (WOM) are cornerstones of marketing, yet, their relationship was largely ignored. In order to explore this relationship we present a theoretical framework whose fundamentals are consumers and what stimulates them to engage in WOM. It argues that consumers spread the word on brands as a result of three drivers: functional, social, and emotional. Through these motives and needs we identify a set of brand characteristics (e.g. level of differentiation) that play a role in stimulating WOM. pdf 2011

 

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Status: 08. Februar 2012