Antecedents of Positive Word of Mouth and its Effects on Attitude toward Product

Morteza Soltani; Morteza Khavari

Volume 2, Issue 9 , September 2015, , Pages 1020-1036

  Regarding to interpersonal and informal nature of word of mouth, this advertising practice always is considered as a reliable communication source and a potential power playing a critical role in customers’ decision making process. According to the prominence of word of mouth in the customers’ ...  Read More