Cultural context in word-of-mouth activity : how consumers respond to monetary incentives in WOM
Year of publication: |
2016
|
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Authors: | Tercia, Christiana Yosevina ; Teichert, Thorsten |
Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 28.2016, 5, p. 827-840
|
Subject: | Theory of reasoned action | Word-of-mouth | Consumer incentives | Cross-country study | Mobile couponing | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Kundenbindungsprogramm | Loyalty program | Anreiz | Incentives |
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