Keywords: Brand perception
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Journal Articles

Word-of-mouth generation and brand communication strategy: Findings from an experimental study explored with PLS-SEM

Andreia Gabriela Andrei, Adriana Zait, Elena-Mădălina Vătămănescu, Florina Pînzaru
Journal: Industrial Management & Data Systems
Industrial Management & Data Systems (2017) 117 (3): 478–495.
https://doi.org/10.1108/IMDS-11-2015-0487
Published: 10 April 2017
... structural equation modeling to explore the collected data. Findings Results offer valuable insights into the usage of communication strategy with a view to favor brand perception, referrals, and sales, laying stress on the underlying mechanisms. Research finds that warmth-competence communication...
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