Factors associated with the production of word of mouth

Factors that occur before word-of-mouth (WOM) production are examined, using an influential typology established by Mangold et al.

Factors associated with the production of word of mouth

Robert East

Kingston Business School, UK / Ehrenberg-Bass Institute, University of South Australia

Mark Uncles

UNSW Business School, UNSW Australia

Jenni Romaniuk

Ehrenberg-Bass Institute, University of South Australia

Francesca Dall'Olmo Riley

Kingston Business School, UK

Introduction

Antecedents of WOM

We are concerned with the contextual antecedents that act as catalysts to the production of WOM; for simplicity, we call these factors. In 1999, Mangold, Miller and Brockway (hereafter MMB) established an influential typology of these factors. The method used to produce the typology was a form of qualitative research...

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