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~isPartOf:"The journal of product & brand management"
~person:"Fisher, James"
~person:"Hutter, Katja"
~subject:"Virales Marketing"
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The journal of product & brand management
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
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ECONIS (ZBW)
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A mechanism for employees' brand citizenship behavior (BCB) and negative word-of-mouth (NWOM) : the divergent moderating effects of horizontal collectivism
Lee, Sang Bong
;
Liu, Shih Hao
;
Maertz, Carl P.
;
Singh, …
- In:
The journal of product & brand management
32
(
2023
)
7
,
pp. 1123-1138
Persistent link: https://www.econbiz.de/10014334407
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2
The impact of user interactions in social media on brand awareness and purchase intention : the case of MINI on Facebook
Hutter, Katja
;
Hautz, Julia
;
Dennhardt, Severin
; …
- In:
The journal of product & brand management
22
(
2013
)
5/6
,
pp. 342-351
Persistent link: https://www.econbiz.de/10010224852
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