"Word-of-mouth generation and brand communication strategy: Findings from ..."

Andreia Gabriela Andrei et al. (2017)

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DOI: 10.1108/IMDS-11-2015-0487

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type: Journal Article

metadata version: 2022-10-02

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Andreia Gabriela Andrei, Adriana Zait, Elena-Madalina Vatamanescu, Florina Pînzaru:
Word-of-mouth generation and brand communication strategy: Findings from an experimental study explored with PLS-SEM. Ind. Manag. Data Syst. 117(3): 478-495 (2017)

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