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~isPartOf:"International journal of research in marketing : IJRM ; official journal of the European Marketing Academy"
~isPartOf:"Journal of business ethics : JOBE"
~language:"eng"
~person:"Aksehirli, Zeynep"
~subject:"Brand image"
~type_genre:"Article in journal"
~type_genre:"Case study"
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
Journal of business ethics : JOBE
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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen
;
Aksehirli, Zeynep
;
Lackman, Andrew
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 639-655
Persistent link: https://www.econbiz.de/10011597014
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