The double-edged sword of signaling effectiveness : when salient cues curb postpurchase consumption
Year of publication: |
2012
|
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Authors: | Zhu, Meng ; Billeter, Darron M. ; Inman, J. Jeffrey |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 49.2012, 1, p. 26-38
|
Subject: | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Kundenservice | Customer service | Marktforschung | Market research |
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