@article{a4402b822e73471f9ae42d4b0f3fd2f1,
title = "The relative incidence of positive and negative word of mouth: a multi-category study",
keywords = "word of mouth, recommendation, behavior, communication, impact, Business and management studies",
author = "Robert East and Kathy Hammond and Malcolm Wright",
year = "2007",
month = jun,
doi = "10.1016/j.ijresmar.2006.12.004",
language = "English",
volume = "24",
pages = "175--184",
journal = "International Journal of Research in Marketing",
issn = "0167-8116",
publisher = "Elsevier B.V.",
number = "2",
}