Can we talk? : the impact of willingness to recommend on a new-to-market service brand extension within a social network
Lerzan Aksoy; Alexander Buoye; Bruce Cooil; Timothy L. Keiningham; DeDe Paul ...
| Year of publication: |
2011
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| Authors: | Aksoy, Lerzan ; Buoye, Alexander ; Cooil, Bruce ; Keiningham, Timothy ; Paul, DeDe |
| Published in: |
Journal of service research : JSR. - Thousand Oaks, CA : SAGE Publications, ISSN 1094-6705, ZDB-ID 1490069-5. - Vol. 14.2011, 3, p. 355-371
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| Subject: | Telekommunikationssektor | Telecommunications industry | Produktentwicklung | New product development | Markentransfer | Brand extension | Virales Marketing | Viral marketing | Soziales Netzwerk | Social network | Konsumentenverhalten | Consumer behaviour | USA | United States |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009383334