How WOM marketing contributes to new product adoption: Testing competitive communication strategies
| Year of publication: |
2013
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|---|---|
| Authors: | López, Manuela ; Sicilia, María |
| Published in: |
European journal of marketing : EJM. - Bradford : Emerald, ISSN 0309-0566, ZDB-ID 189982x. - Vol. 47.2013, 7 (19.7.), p. 1089-1114
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