The effect of perceived brand leadership on luxury service WOM
Year of publication: |
2016
|
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Authors: | Chang, Yonghwan ; Ko, Yong Jae ; Leite, Walter |
Published in: |
The journal of services marketing. - Bingley : Emerald Group Publishing Limited, ISSN 0887-6045, ZDB-ID 1027140-5. - Vol. 30.2016, 6, p. 659-671
|
Subject: | Selection bias | Propensity score analysis | Brand leadership | Luxury products | Word-of-mouth recommendation | Luxusgüter | Luxury goods | Markenführung | Brand management | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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