Customer-to-customer interactions and word of mouth : conceptual extensions and empirical investigations
Year of publication: |
2015
|
---|---|
Authors: | Rahman, Kaleel ; Karpen, Ingo O. ; Reid, Mike ; Yüksel, Ülkü |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 23.2015, 4, p. 287-304
|
Subject: | word-of-mouth | customer-to-customer interactions | brand strategy | S-D logic | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing | Dienstleistungsmarketing | Services marketing | Konsumentenverhalten | Consumer behaviour |
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