It's a consumer's idea, you must like it : the efficacy of created-by-consumer cues in market communication
Carolin Stock und Heribert Gierl
| Year of publication: |
2015
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|---|---|
| Authors: | Stock, Carolin ; Gierl, Heribert |
| Published in: |
Die Unternehmung : Swiss journal of business research and practice ; Organ der Schweizerischen Gesellschaft für Betriebswirtschaft (SGB). - Baden-Baden : Nomos, ISSN 0042-059X, ZDB-ID 204030-X. - Vol. 69.2015, 4, p. 371-395
|
| Subject: | Market communication | Product ideas | Atypical products | Similarity between the creator of the idea and the consumer | Purchase intention |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Language: | English |
| Notes: | Zsfassung in dt. Sprache |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011406317