Decomposing positive word of mouth : scale development and marketing application
Year of publication: |
2016
|
---|---|
Authors: | Reckmann, Tobias ; Teichert, Teichert |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 38.2016, 1, p. 29-43
|
Subject: | Word of mouth | customer referral | scale development | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Messung | Measurement | Beziehungsmarketing | Relationship marketing |
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