Molina-Castillo, Francisco-Jose; Lopez-Nicolas, Carolina; … - In: European Management Journal 30 (2012) 6, pp. 577-587
interaction effects that occur between the media (online/offline channels of distribution) and the message (making/not making … quality claims) when new products are launched. By sampling 568 online and offline customers of ICT products, we demonstrate … higher in the offline context than in the online context when product quality claims are used. Therefore, firms should be …