Work

Role of word-of-mouth communication in consumer brand relationship initiation and maintenance: insights from the bottom of pyramid markets

Year: 2022

Type: article

Study design: Observational Study

Source: International Journal of Emerging Markets

DOI: 10.1108/ijoem-03-2021-0401

Authors: Shubhomoy Banerjee, S. Sreejesh

Institutions: O. P. Jindal Global University, Indian Institute of Management Kozhikode

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4296403156

FWCI: 2.398

Cites: 110

Cited by: 17

Related to: 10