Product involvement, WOM and eWOM in the fast food industry : a young adult perspective in an emerging African economy
Year of publication: |
2020
|
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Authors: | Ledikwe, Aobakwe ; Stiehler-Mulder, Beate ; Roberts-Lombard, Mornay |
Published in: |
Cogent business & management. - London : Taylor & Francis, ISSN 2331-1975, ZDB-ID 2837523-3. - Vol. 7.2020, 1, Art.-No. 1817288, p. 1-22
|
Subject: | product involvement | young adults | eWOM | WOM | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Jugendliche | Youth |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1080/23311975.2020.1817288 [DOI] hdl:10419/244945 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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