Word-of-mouth generation and brand communication strategy: Findings from an experimental study explored with PLS-SEM - researchr publication

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Andreia Gabriela Andrei, Adriana Zait, Elena-Madalina Vatamanescu, Florina Pînzaru. Word-of-mouth generation and brand communication strategy: Findings from an experimental study explored with PLS-SEM. Industrial Management and Data Systems, 117(3):478-495, 2017. [doi]

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