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Measuring the impact of positive and negative word of mouth on brand purchase probability

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  • East, Robert
  • Hammond, Kathy
  • Lomax, Wendy

Abstract

Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of positive and negative word of mouth (PWOM, NWOM) on brand purchase probability.

Suggested Citation

  • East, Robert & Hammond, Kathy & Lomax, Wendy, 2008. "Measuring the impact of positive and negative word of mouth on brand purchase probability," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 215-224.
    • Handle: RePEc:eee:ijrema:v:25:y:2008:i:3:p:215-224
    DOI: 10.1016/j.ijresmar.2008.04.001
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    References listed on IDEAS

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