When does word of mouth versus marketing drive brand performance most? Article

Bahadir, S Cem, Pauwels, Koen. (2024). When does word of mouth versus marketing drive brand performance most? . 12(3), 473-491. 10.1057/s41270-023-00267-x

cited authors

  • Bahadir, S Cem; Pauwels, Koen

authors

publication date

  • September 1, 2024

keywords

  • Brand performance stability
  • Business
  • Business & Economics
  • DIFFERENT ROLES
  • Emerging markets
  • INTENTIONS
  • LANGUAGE DIVERGENCE
  • METRICS
  • MODEL
  • Marketing mix
  • ONLINE
  • POLICY
  • PRICE KNOWLEDGE
  • PRODUCT
  • PURCHASE
  • Social Sciences
  • Word of mouth

Digital Object Identifier (DOI)

publisher

  • PALGRAVE MACMILLAN LTD

start page

  • 473

end page

  • 491

volume

  • 12

issue

  • 3