Guerrilla marketing's effects on Gen Y's word-of-mouth intention : a mediation of credibility
Tam Duc Dinh and Khuong Ngoc Mai (School of Business, International University, VNU-HCMC, Ho Chi Minh, Vietnam)
| Year of publication: |
2016
|
|---|---|
| Authors: | Tam Duc Dinh ; Mai Ngoc Khuong |
| Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 28.2016, 1, p. 4-22
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| Subject: | Guerrilla advertising | Guerrilla marketing | Message credibility | Word of mouth | Virales Marketing | Viral marketing | Glaubwürdigkeit | Credibility | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Werbung | Advertising | Werbeplanung | Advertising planning | Online-Marketing | Internet marketing | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-06-2015-0102 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011529157