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

European Journal of Marketing

Volumn 47, Issue 7, 2013, Pages 1089-1114

  López, Manuela ^a   Sicilia, María ^a  

^a UNIVERSITY OF MURCIA   (Spain)

Author keywords

Adoption; Advertising; Awareness; Communication; Marketing strategy; New products; WOM marketing

Indexed keywords

EID: 84880152292     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561311324228     Document Type: Article

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