The Effects of Cultural Values in Word-of-Mouth Communication
Abstract
When new products and brands are introduced into other cultures, the speed and extent of the product's acceptance are important concerns for marketers. The spread of positive word of mouth (WOM) and the lack of negative WOM about the product or brand by early adopter groups are critical to the product's successful diffusion in a population. This is the first study to investigate the effects of consumers’ cultural values on their WOM behavior....
Paper Details
Title
The Effects of Cultural Values in Word-of-Mouth Communication
Published Date
Sep 1, 2009
Volume
17
Issue
3
Pages
55 - 70
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