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The Effects of Ethnicity and Product on Purchase Decision Making - Advertisers should develop specific strategies for different ethnic groups as they differ in their informational...
Kim, Youn-Kyung; Kang, Jikyeong - In: Journal of advertising research 41 (2001) 2, pp. 39-48
Persistent link: https://www.econbiz.de/10006512483
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Deciphering word-of-mouth marketing campaign reach : everyday conversation versus institutionalized word of mouth
Groeger, Lars; Buttle, Francis A. - In: Journal of advertising research 56 (2016) 4, pp. 368-384
Persistent link: https://www.econbiz.de/10011628614