The impact of word of mouth on intention to purchase currently used and other brands
Robert East and Jenni Romaniuk
Ehrenberg-Bass Institute for Marketing Science, University of South Australia
Rahul Chawdhary
Kingston Business School, London
Mark Uncles
UNSW Business School, UNSW Sydney
Introduction
The impact of WOM
Word of mouth (WOM) has a strong effect on purchase; Keaveney (1995) notes that 50% of service provider replacements rest on recommendation, and the Keller Fay Agency (2014) finds that one in eight recommendations results in a sale. These strong effects make it worthwhile to study the factors...