Word-of-mouth : the use of source expertise in the evaluation of familiar and unfamiliar brands
Boon Chong Lim; Cindy M. Y. Chung
| Year of publication: |
2014
|
|---|---|
| Authors: | Lim, Boon Chong ; Chung, Cindy |
| Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 26.2014, 1, p. 39-53
|
| Subject: | Consumer behaviour | Word of mouth marketing | Virales Marketing | Viral marketing | Konsumentenverhalten | Markenimage | Brand image | Social Web | Social web | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010247526