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Word-of-mouth-forskning – Från ett beteendevetenskapligt perspektiv mot ett företagsperspektiv

  • Berndtson, Mikael


    (Swedish School of Economics and Business Administration)

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    Syftet med denna artikel är att systematisera och analysera litteratur som anknyter till word-of-mouth-kommunikation (hädanefter WOM). Med konsumentdominerad marknadskommunikation avses att konsumenterna sinsemellan oberoende av företaget söker och sprider marknadsinformation. Den enda motsvarande litteraturanalys som förefaller att finnas publicerad är fyrtio år gammal (Arndt 1967). Sedan dess har det tillkommit en ansenlig mängd företagsekonomisk forskning som tydligt avviker från Johan Arndts, vilken huvudsakligen baserade sig den beteendevetenskapliga litteraturen.

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    Paper provided by Hanken School of Economics in its series Working Papers with number 533.

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    Length: 26 pages
    Date of creation: 10 Dec 2007
    Date of revision:
    Handle: RePEc:hhb:hanken:0533
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