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Keywords: Retrospective explanation
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (4): 488–509.
Published: 06 May 2017
... Brand avoidance Community usefulness Consumer advocacy Prospective explanation Retrospective explanation For over two decades, researchers and service firms have recognized the detrimental effects of negative word of mouth (NWOM) on firms’ revenues (Reichheld et al., 2000). NWOM...
