The role of product-premium fit in determining the effectiveness of hedonic and utilitarian premiums
Year of publication: |
2013
|
---|---|
Authors: | Palazon, Mariola ; Delgado-Ballester, Elena |
Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 30.2013, 11, p. 985-995
|
Subject: | Werbemittel | Promotional materials | Markenimage | Brand image | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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