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Analysis of the article "Word of Mouth versus Word of Mouse. Speaking about a Brand Connects You to It More Than Writing Does"

Name: Analysis of the article "Word of Mouth versus Word of Mouse. Speaking about a Brand Connects You to It More Than Writing Does"
Price: 18.95 EUR
Availability: InStock
Author: Sebastian Köhler
ISBN: 9783346599520

Term Paper (Advanced seminar), 2020

33 Pages, Grade: 1,3

Sebastian Köhler (Author)

Excerpt

List of Figures

List of Tables

List of Abbreviations

1. Introduction

2. Conceptual Foundation of Research
2.1 Brand Loyalty
2.2 Self-Enhancement
2.3 Self-Brand Connection
2.4 Traditional WOM and eWOM

3. Overview of the Current State of Research

4. Detailed Presentation of the Article

5. Discussion

Appendix

References

Excerpt out of 33 pages

Details

Title: Analysis of the article "Word of Mouth versus Word of Mouse. Speaking about a Brand Connects You to It More Than Writing Does"
College: University of Passau (Lehrstuhl für Betriebswirtschaftslehre mit Schwerpunkt Marketing und Services)
Course: Bachelorseminar
Grade: 1,3
Author: Sebastian Köhler (Author)
Year: 2020
Pages: 33
Catalog Number: V1177084
ISBN (eBook): 9783346599513
ISBN (Book): 9783346599520
Language: English
Keywords: Word-of-Mouth, electronic Word-of-Mouth, Brand Loyalty, Self-Enhancement, Self-Brand Connection

Quote paper: Sebastian Köhler (Author), 2020, Analysis of the article "Word of Mouth versus Word of Mouse. Speaking about a Brand Connects You to It More Than Writing Does", Munich, GRIN Verlag, https://www.grin.com/document/1177084

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