Literature review in the making.docx - 1 Literature review Theoretical paradigm \u2013 theories which explain the variables variables Dependent(WOM

Literature review in the making.docx - 1 Literature review...

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1. Literature review Theoretical paradigm – theories which explain the variables variables Dependent (WOM) Independent (brand experience) 1.1 Theoretical paradigm (theories that explain your variables 1.2 Research constructs/Research model 1.3 Research hypotheses Write a research proposal based on the topic ‘The effect brand experience on word of mouth. 2. LITERATURE REVIEW Word of mouth (WOM) In one of the early papers on WOM, the WOM concept was explained as oral, person-to-person communication between a receiver and a communicator whom the receiver perceives as non- commercial, regarding a brand, product or service (Arndt1967a). WOM has been described as: ‘‘the dominant decision clincher’’ (Arndt1967b, p. 197); ‘‘a dominant force in the marketplace’’ (Mangold et al.1999,p. 73); and ‘‘the ultimate test of the customer’s relation-ship’’ (Bendapudi and Berry1997, p. 30). Interpersonal communication among consumers has become known as a process of WOM communication and is regarded as one of the most important and effective communications channels (Keller2007). The scientific researches carried out by Yu and Tang (2010) revealed that the characteristics of word of mouth communication – vividness and usefulness – affect the consumers’ intention to acquire the goods a lot. The characteristic of word of mouth message vividness covers the
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  • Winter '17
  • Marketing, Word of mouth, WOM, B.H. Schmitt

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