Car talk: the role and impact of word of mouth in brand choice

Word of mouth (WOM) is the hot topic in marketing these days, with spending on WOM projected to hit $1.3 billion (US$) in 2008.

Car talk: the role and impact of word of mouth in brand choice

David G. BakkenMarketing Science and Advanced Analytics, Harris Interactive, United States

INTRODUCTION

Word of mouth is the hot topic in marketing these days. As reported by BrandWeek.com,spending...

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