Should firms use small financial benefits to express appreciation to consumers? : understanding and avoiding trivialization effects
Peggy J. Liu, Cait Lamberton, & Kelly L. Haws
| Year of publication: |
May 2015
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|---|---|
| Authors: | Liu, Peggy J. ; Lamberton, Cait ; Haws, Kelly L. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 79.2015, 3, p. 74-90
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| Subject: | customer appreciation | customer relationship management | firm-consumer relationship | trivialization | compensation | benefit | gratitude | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jm.14.0091 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011485863