Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth
Prior research has demonstrated how negative emotions influence negative word-of-mouth (NWOM). However, what if there exist certain positive emotions that influence consumers to spread NWOM? This research develops and tests a novel prediction that shows how a discrete positive emotion – hubristic pr...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | en |
| Published: |
Elsevier B.V.
2019
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/25005/1/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/25005/ https://doi.org/10.1016/j.ijresmar.2019.11.003 |
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