Honesty is the best policy : the effects of disclosure in word-of-mouth marketing
Year of publication: |
2013
|
---|---|
Authors: | Abendroth, Lisa J. ; Heyman, James E. |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 19.2013, 4, p. 245-257
|
Subject: | word-of-mouth | disclosure of agent-brand relationship | consumer response | spirce credibility | Virales Marketing | Viral marketing | Unternehmenspublizität | Corporate disclosure | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility |
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