Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory
Manish Talwar(IFMR Graduate School of Business), Amandeep Dhir(University of Agder), Puneet Kaur(Chandigarh University), A.K.M. Najmul Islam(State University of Bangladesh), Shalini Talwar(Narsee Monjee Institute of Management Studies)
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