Within-brand and cross-brand word-of-mouth for sequential multi-innovation diffusions
Year of publication: |
2014
|
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Authors: | Guseo, Renato ; Mortarino, Cinzia |
Published in: |
IMA journal of management mathematics. - Oxford : Oxford Univ. Press, ISSN 1471-678X, ZDB-ID 2074812-7. - Vol. 25.2014, 3, p. 287-311
|
Subject: | multivariate diffusion process | generalized Bass model | competition | homogeneous product category | Theorie | Theory | Innovationsdiffusion | Innovation diffusion | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing |
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