Shaping up word of mouth marketing strategy: the case of an independent health club

Article English OPEN
Stokes, David ; Ali Syed, Sameera ; Lomax, Wendy (2002)
  • References (15)
    15 references, page 1 of 2

    Assael, H., (1995) 'Consumer Behaviour and Marketing Action', International Thomson Publishing, 5th Edition. Cincinnati, Ohio, USA.

    East, R., Lomax, W. and Narain, R., (2000) 'Customer Tenure, Recommendation and Switching', Kingston Business School.

    File, K. M., Judd, B.B. and Prince, R.A. (1992), Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals, The Journal of Services Marketing, Vol. 6, No. 4, Fall 1992, pp. 5-14.

    Haywood, M. K. (1989) “Managing Word-of-Mouth Communications” The Journal Of Services Marketing, Vol.3, No. 2, Spring, pp. 55-67 Heath, C (1996), 'Do People Prefer to Pass Along Good or Bad News? Valence and Relevance of News as Predictors of Transmission Propensity', Organisational Behaviour and Human Decision Processes, Vol. 68, No.2, pp.79-94.

    Herr, P. M., Kardes, F. R. and Kim, J. (1991) 'Effects of Word-of-Mouth and Product attribute Information on Persuasion: An Accessibility-Diagnocisticity Perspective', Journal of Consumer Research, Vol.17, March pp.454-462.

    Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2001) Principles of Marketing, London, FT/Prentice Hall.

    Mangold, W. G., Miller, F., and Brockway, G. R., (1999), Word-of-Mouth communication in the service marketplace. The Journal of Services Marketing, Vol.

    13 No. 1, 1999.

    Mizerski, R.W., (1982), 'An Attribution Explanation of the Disproportionate Influence of Unfavourable Information', Journal of Consumer Research, December, pp. 301-310.

    Orr, A. (1995) 'Customers for Life', Target Marketing, 18, 3, March.

  • Metrics
    views in OpenAIRE
    views in local repository
    downloads in local repository

    The information is available from the following content providers:

    From Number Of Views Number Of Downloads
    Kingston University Research Repository - IRUS-UK 0 131
Share - Bookmark