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

Listed author(s):
  • Berndtson, Mikael


    (Swedish School of Economics and Business Administration)

Registered author(s):

    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
    Handle: RePEc:hhb:hanken:0533
    Contact details of provider: Postal:
    Hanken School of Economics, Arkadiankatu 22, P.O.B. 479; FIN 00101 Helsinki, Finland

    Phone: +358-9-431 331
    Fax: +358-9-431 33 333
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