How do teaser advertisements boost word of mouth about new products? : for consumers, the future is more exciting than the present
Helge Thorbjørnsen; Paul Ketelaar; Jonathan van 't Riet; Micael Dahlén
| Year of publication: |
2015
|
|---|---|
| Authors: | Thorbjørnsen, Helge ; Ketelaar, Paul ; Riet, Jonathan van 't ; Dahlén, Micael |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 1, p. 73-80
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| Subject: | Produktentwicklung | New product development | Virales Marketing | Viral marketing | Zeit | Time | Werbewirkung | Advertising effects |
| 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/10010520788