Zhu, Yimin; Lin, Peipei - In: Journal of Contemporary Marketing Science 2 (2019) 2, pp. 120-136
Purpose: The purpose of this paper is to explore how the product type (hedonic product and utilitarian product) and reward type (hedonic gift and utilitarian gift) influence customer referral likelihood in referral reward program. Design/methodology/approach: The authors test the effect of the...