Title: An investigation of word of mouth influences on attitude and intention
First published: 1995
Description: This study incorporates an extensive work done in the area of word of mouth, attitude formation and purchase intention and applies it to a low risk purchase product. An attempt was made to look at the relationship between the three main variables involved: WOM, attitude and purchase intention. Cola drink has been chosen in accord to the objective of the present study to investigate on low risk purchase product.
Subjects: Marketing, Word-of-mouth advertising, Attitudes, Consumers, Cola drinks
Places: Dublin Ireland