The effects of single-message single-source mixed word-of-mouth on product attitude and purchase intention.

The effects of single-message single-source mixed word-of-mouth on product attitude and purchase intention.

This research focuses on investigating the effects of PWOM and NWOM in a single message from a single source.

Bibliographic Details
Main Author:	Ho, Lai Ying.
Other Authors:	Chung, Cindy Mann Yien
Format:	Thesis
Published:	2008
Subjects:	DRNTU::Business::Advertising::Product
Online Access:	http://hdl.handle.net/10356/7319

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