@article{50ef89358e794fa58f2c6a5846f1d8b3,
title = "Measuring the impact of positive and negative word of mouth on brand purchase probability",
keywords = "word of mouth, impact, brand commitment, familiarity, nps, impression-formation, behavior, communication, conversations, satisfaction, performance, intentions, consumers, responses, validity, Business and management studies",
author = "Robert East and Kathy Hammond and Wendy Lomax",
year = "2008",
month = sep,
doi = "10.1016/j.ijresmar.2008.04.001",
language = "English",
volume = "25",
pages = "215--224",
journal = "International Journal of Research in Marketing",
issn = "0167-8116",
publisher = "Elsevier B.V.",
number = "3",
}