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MINI-lovers, maxi-mouths : an investigation of antecedents to eWOM intention among brand community members
Yeh, Yi-hsin; Choi, Sejung Marina - In: Journal of marketing communications 17 (2011) 3, pp. 145-162
Persistent link: https://www.econbiz.de/10009261667
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Unintended effects of incentivizing consumers to recommend a favorite brand
Anghelcev, George - In: Journal of marketing communications 21 (2015) 3, pp. 210-223
Persistent link: https://www.econbiz.de/10011376491
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Word-of-mouth marketing influence on offline and online communications : evidence from case study research
Groeger, Lars; Buttle, Francis A. - In: Journal of marketing communications 20 (2014) 1/2, pp. 21-41
Persistent link: https://www.econbiz.de/10010243432
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Customer referral reward-brand-fit : a schema congruity perspective
Stumpf, Christian; Baum, Matthias - In: Psychology & marketing 33 (2016) 7, pp. 542-558
Persistent link: https://www.econbiz.de/10011508450
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Value dimensions of gamification and their influence on brand loyalty and word-of-mouth : relationships and combinations with satisfaction and brand love
Torres, Pedro M.; Augusto, Mário Gomes; Neves, Cristiana - In: Psychology & marketing 39 (2022) 1, pp. 59-75
Persistent link: https://www.econbiz.de/10012796060
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How does consumer engagement evolve when brands post across multiple social media?
Unnava, Vasu; Aravindakshan, Ashwin - In: Journal of the Academy of Marketing Science 49 (2021) 5, pp. 864-881
Persistent link: https://www.econbiz.de/10012614772
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Beyond the gimmick : how affective responses drive brand attitudes and intentions in augmented reality marketing
Zanger, Vera; Meißner, Martin; Rauschnabel, Philipp A. - In: Psychology & marketing 39 (2022) 7, pp. 1285-1301
Persistent link: https://www.econbiz.de/10013280095
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How employees engage with B2B brands on social media : word choice and verbal tone
Pitt, Christine S.; Plangger, Kirk A.; Botha, Elsamari; … - In: Industrial marketing management : the international … 81 (2019), pp. 130-137
Persistent link: https://www.econbiz.de/10012107701
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Influence of interfirm brand values congruence on relationship qualities in B2B contexts
He, Jiaxun; Huang, Haiyang; Wu, Wanying - In: Industrial marketing management : the international … 72 (2018), pp. 161-173
Persistent link: https://www.econbiz.de/10011887323
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Negative word of mouth can be a positive for consumers connected to the brand
Wilson, Andrew E.; Giebelhausen, Michael D.; Brady, … - In: Journal of the Academy of Marketing Science 45 (2017) 4, pp. 534-547
Persistent link: https://www.econbiz.de/10011737468