What drives immediate and ongoing word of mouth?
Jonah Berger and Eric M. Schwartz
| Year of publication: |
2011
|
|---|---|
| Authors: | Berger, Jonah ; Schwartz, Eric M. |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 48.2011, 5, p. 869-880
|
| Subject: | Virales Marketing | Viral marketing | Verkaufsförderung | Sales promotion | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009355023