Influence of image and familiarity on consumer response to negative word-of-mouth communication about retail entities
Year of publication: |
2007
|
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Authors: | DeCarlo, Thomas E. ; Laczniak, Russell N. ; Motley, Carol M. ; Ramaswami, Sridhar |
Published in: |
Journal of marketing theory and practice. - Statesboro, GA : Assoc., ISSN 1069-6679, ZDB-ID 2034622-0. - Vol. 15.2007, 1, p. 41-51
|
Subject: | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Einzelhandel | Retail trade | Markenimage | Brand image |
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