Capturing value from non-paying consumers' engagement behaviours : field evidence and development of a theoretical model
Lars Groeger, Lara Moroko and Linda D. Hollebeek
| Year of publication: |
June-July 2016
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|---|---|
| Authors: | Groeger, Lars ; Moroko, Lara ; Hollebeek, Linda D. |
| Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 24.2016, 3/4, p. 190-209
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| Subject: | customer engagement behaviours (CEBs) | non-paying CEB | mixed method approach | model development | WOM | product seeding | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2015.1095223 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011591911