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Research article

First published 2019-6

Nonprofit Organizations as Sponsors: An Investigation of Positive Word of Mouth and Donation Choice as a Result of Sponsorship

Tomas M. Hickman

Sport Marketing Quarterly

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Research article

First published 2024-2

How Brand Innovativeness Generates Positive Word of Mouth

Pham Hung Cuong, Xuan-Doanh Nguyen-Le, Liem Viet Ngo [...]

Australasian Marketing Journal

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Research article

First published 2026

Unleashing Positive Word-of-Mouth Through Brand Social Responsibility

Liem Viet Ngo, Xuan-Doanh Nguyen-Le, Trang Thi-Thuy Duong [...]

Australasian Marketing Journal

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Research article

First published 2016-2

Measuring the Impact of Positive and Negative Word of Mouth: A Reappraisal

Robert East, Mark D. Uncles, Jenni Romaniuk [...]

Australasian Marketing Journal

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Research article

First published 2014-11

The Decay of Positive and Negative Word of Mouth after Product Experience

Robert East, Mark D. Uncles, Jenni Romaniuk [...]

Australasian Marketing Journal

Open access

Research article

First published 2026

Giving Thanks: How Managers Should Respond to Compliments in Positive Word of Mouth

Katherine C. Lafreniere, Sarah G. Moore, Mohamad Soltani

Journal of Marketing

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Research article

First published 2005-04

Spreading the Word: Investigating Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context

Tom J. Brown, Thomas E. Barry, Peter A. Dacin [...]

Journal of the Academy of Marketing Science

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Research article

First published 2013-09

Investigating Electronic Word-of-Mouth Effects on Online Discussion Forums: The Role of Perceived Positive Electronic Word-of-Mouth Review Credibility

Wen-Hai Chih, Kai-Yu Wang, Li-Chun Hsu [...]

Cyberpsychology,Behavior,and Social Networking

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Research article

First published 2020-7

Negative Reviews,Positive Impact: Consumer Empathetic Responding to Unfair Word of Mouth

Thomas Allard, Lea H. Dunn, Katherine White

Journal of Marketing

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Research article

First published 2024

Exploring the Influence of Positive- and-Negative Electronic Word of Mouth on Online Consumer Behaviour and Customer Loyalty

Regina Velnadar, Sunitha Chelliah Kumaravel, Jaheera Thasleema Abdul Lathief [...]

FIIB Business Review

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