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Unrelated efforts trigger wishful winning? : the impact of extraneous efforts on judgments of winning probability among Chinese consumers
Zhao, Xiaohua; Zheng, Yuhuang; Wan, Fang - In: Asian business & management 19 (2020) 5, pp. 560-581
Persistent link: https://www.econbiz.de/10012303144
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Tweeting as a marketing tool : a field experiment in the TV industry
Gong, Shiyang; Zhang, Juanjuan; Zhao, Ping; Jiang, Xuping - In: Journal of marketing research : JMR 54 (2017) 6, pp. 833-850
Persistent link: https://www.econbiz.de/10011784965