Pongjit, Chompunuch; Beise-Zee, Rian - In: Journal of Product & Brand Management 24 (2015) 7, pp. 720-735
Purpose This study aims to conceptualize and test the effect of monetary and non-monetary incentives for word-of-mouth (WOM) campaigns on the brand attitude of those receiving an incentivized brand recommendation. It also studied whether or not the type of relationship between the recommender...