Word-of-mouth, servicescapes and the impact on brand effects

This paper empirically tests a framework integrating servicescape satisfaction, word-of-mouth (WOM), brand image, brand love, engagement, and consumer loyalty intentions. Survey data within a noncommercial context were electronically collected from three large universities in the United States. Structural equation modeling was used to analyze the data. The findings reveal that positive WOM valence enhances servicescape satisfaction and WOM...