How WOM marketing contributes to new product adoption: Testing competitive communication strategies

  1. López, M.
  2. Sicilia, M.
Journal:
European Journal of Marketing

ISSN: 0309-0566

Year of publication: 2013

Volume: 47

Issue: 7

Pages: 1089-1114

Type: Article

DOI: 10.1108/03090561311324228 GOOGLE SCHOLAR
Data source: Scopus