Searching the effects of viral marketing via customer-based brand equity on purchase intentions
Asmat Nizam Abdul-Talib, Sana Arshad
| Year of publication: |
2021
|
|---|---|
| Authors: | Asmat Nizam Abdul Talib ; Sana Arshad |
| Published in: |
Handbook of research on technology applications for effective customer engagement. - Hershey PA, USA : IGI Global, Business Science Reference, ISBN 978-1-7998-4772-4. - 2021, p. 66-75
|
| Subject: | Customer-based brand equity | Virales Marketing | Viral marketing | Kaufentscheidung | Purchase decision |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.4018/978-1-7998-4772-4.ch005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012307751