Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory

Talwar, Manish; Talwar, Shalini; Kaur, Puneet; Islam, A.K.M. Najmul; Dhir, Amandeep
Peer reviewed, Journal article
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https://hdl.handle.net/11250/3041082
Date
2020
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Original version
Journal of Retailing and Consumer Services. 2020, .   10.1016/j.jretconser.2020.102396
Journal
Journal of Retailing and Consumer Services