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...