Understanding the quality-quantity conundrum of customer referral programs : effects of contribution margin, extraversion, and opinion leadership
Vijay Viswanathan, Sebastian Tillmanns, Manfred Krafft, Daniel Asselmann
| Year of publication: |
November 2018
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|---|---|
| Authors: | Viswanathan, Vijay ; Tillmanns, Sebastian ; Krafft, Manfred ; Asselmann, Daniel |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 46.2018, 6, p. 1108-1132
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| Subject: | Referral programs | Customer influence | Extraversion | Opinion leadership | Customer value | Kundenwert | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-018-0603-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011951637