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Published in 2018 at "International Journal of Bank Marketing"
DOI: 10.1108/ijbm-05-2017-0097
Abstract: The purpose of this paper is to examine the mediating effect of functional value and symbolic value between positive moods and word-of-mouth (WOM) referrals in the context of Taiwan’s banking industry. In addition, this study…
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Keywords:
relational benefits;
positive moods;
moods word;
functional value ... See more keywords