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Keywords: Word-of-mouth communication
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Journal Articles
Increasing business-to-business buyer word-of-mouth and share-of-purchase
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Journal of Business & Industrial Marketing (2014) 29 (5): 427–437.
Published: 27 May 2014
...Nwamaka A. Anaza; Brian Rutherford Purpose – This study aims to examine the satisfaction-loyalty framework on word-of-mouth communications (WOMC) and share-of-purchases in situations where business-to-business (b-t-b) buyers have a relationship with both the salesperson and the selling firm...
