The electronic word-of-mouth (eWOM) implications of mainstream channel distribution and sales by niche brands
Jake D. Hoskins and Jameson K. Watts
| Year of publication: |
2022
|
|---|---|
| Authors: | Hoskins, Jake D. ; Watts, Jameson K. |
| Published in: |
Journal of interactive marketing. - London : SAGE, ISSN 1520-6653, ZDB-ID 1501741-2. - Vol. 57.2022, 4, p. 614-628
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| Subject: | craft beer | electronic word of mouth | fast-moving consumer goods | mainstream channel | niche brand | retailing | Virales Marketing | Viral marketing | Vertriebsweg | Distribution channel | Bier | Beer | Social Web | Social web | Nischenstrategie | Niche marketing strategy | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Konsumgüter | Consumer goods | Markenimage | Brand image | Einzelhandel | Retail trade |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/10949968221118333 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015425399