Antecedents of WOM : product appraisal and brand relationship as drivers of customer referral dimensions
Year of publication: |
2019
|
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Authors: | Reckmann, Tobias ; Teichert, Thorsten |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 41.2019, 1, p. 50-66
|
Subject: | Word of Mouth | Customer Referral | Consumer Experience | Satisfaction | Product Appraisal | Brand Relationship | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Kundenzufriedenheit | Customer satisfaction | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
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