The relative impact of advertising and referral reward programs on the post-consumption evaluations in the context of service failure
Year of publication: |
2022
|
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Authors: | Kuang, Di ; Ma, Baolong ; Wang, Hong |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 65.2022, p. 1-10
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Subject: | Advertising | Attribution | Failure severity | Referral reward programs | Tie strength | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Virales Marketing | Viral marketing |
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