Consumer Anticipation of New Products: Conceptualization and Empirical Evidence regarding Pre-Release Buzz
| Autoren/Herausgeber: |
Houston, Mark B. Hennig-Thurau, Thorsten Prof. Dr. Martin Spann Skiera, Bernd |
|---|---|
| Erschienen: | 2008 |
| Publikationsart: | Articles in Refereed Proceedings (International) |
| Weitere Quellenangabe: | Proceedings of the 2008 American Marketing Association (AMA) Summer Educators’ Conference, San Diego |