On Brands and Word of Mouth

  title={On Brands and Word of Mouth},
  author={Mitchell J. Lovett and Renana Peres and Ron Shachar},
  journal={Journal of Marketing Research},
  pages={427 - 444}
Brands and word of mouth (WOM) are cornerstones of the marketing field, and yet their relationship has received relatively little attention. This study aims to enhance understanding of brand characteristics as antecedents of WOM by executing a comprehensive empirical analysis. For this purpose, the authors constructed a unique data set on online and offline WOM and characteristics for more than 600 of the most talked-about U.S. brands. To guide this empirical analysis, they present a… 

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