Uma Generalização Empírica sobre Comunicação Boca a Boca Usando Metanálise
Based on a literature review of word-of-mouth communication, a theoretical framework is proposed and tested, in which word-of-mouth (WOM) is considered the main construct, satisfaction and loyalty are the antecedents and WOM valence (i.e., positive, negative and mixed) is the moderator. This theoret...
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| Format: | Article |
| Language: | English |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2011-09-01
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| Series: | RAC: Revista de Administração Contemporânea |
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| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1233.pdf |