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NTIS 바로가기Journal of business research, v.118, 2020년, pp.210 - 222
He, Yi (College of Business and Economics, California State University) , You, Ya (College of Business and Economics, California State University) , Chen, Qimei (Shidler College of Business, University of Hawaii at Manoa)
Abstract In this research, the authors examine the effect of underdog versus top dog brand positioning on different stages of WOM generation, from mental representation (i.e., WOM intention) to action implementation (i.e., WOM behavior) and the underlying mechanism. Across five experiments, the aut...
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