Sending mixed signals : how congruent versus incongruent signals of popularity affect product appeal
Sarit Moldovan, Meyrav Shoham, Yael Steinhart
| Year of publication: |
2023
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|---|---|
| Authors: | Moldovan, Sarit ; Shoham, Meyrav ; Steinhart, Yael |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 40.2023, 4, p. 881-897
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| Subject: | Confidence | Incongruity | Number of reviews | Sales volume | Konsumentenverhalten | Consumer behaviour | Vertrauen | Signalling | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2023.08.008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014451309