Browsing Brage INN by Author "Bruun, Jonas"
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How does brand communication affect consumer behavior: The influence of message strategy on word-of-mout
Bruun, Jonas; Pedersen, Michael (Master thesis, 2020)Abstract Purpose: The recent studies on the leveraging of consumer voices has focused on electronic word-of-mouth, while few have assessed message strategies effect on a consumer's word-ofmouth. This study examines the ...