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Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness




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  • Hogan, John E. & Lemon, Katherine N. & Libai, Barak, 2004. "Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 44(03), pages 271-280, September.
  • Handle: RePEc:cup:jadres:v:44:y:2004:i:03:p:271-280_04

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    Cited by:

    1. Jalal Hanaysha, 2016. "Examining the link between word of mouth and brand equity: A study on international fast food restaurants in Malaysia," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(3), pages 41-49, March.
    2. Ralf van der Lans & Gerrit van Bruggen & Jehoshua Eliashberg & Berend Wierenga, 2010. "A Viral Branching Model for Predicting the Spread of Electronic Word of Mouth," Marketing Science, INFORMS, vol. 29(2), pages 348-365, 03-04.
    3. repec:rss:jnljms:v5i7p4 is not listed on IDEAS
    4. repec:spr:elmark:v:27:y:2017:i:4:d:10.1007_s12525-017-0255-4 is not listed on IDEAS
    5. Dong, Weimin & Swain, Scott D. & Berger, Paul D., 2007. "The role of channel quality in customer equity management," Journal of Business Research, Elsevier, vol. 60(12), pages 1243-1252, December.
    6. Nic S. Terblanche, 2016. "Measuring word-of-mouth activity after a service encounter: are we measuring what customers communicate?," Service Business, Springer;Pan-Pacific Business Association, vol. 10(2), pages 283-299, June.
    7. repec:eee:joinma:v:25:y:2011:i:2:p:75-84 is not listed on IDEAS
    8. Jitka Novotová & Jozefina Simová & Jitka Vávrová, 2016. "Online communication about accommodation facilities during the collection of customer feedback," Ekonomika a Management, University of Economics, Prague, vol. 2016(3).
    9. repec:eee:ijrema:v:34:y:2017:i:2:p:382-398 is not listed on IDEAS
    10. repec:eee:jouret:v:87:y:2011:i:1:p:111-126 is not listed on IDEAS

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