Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility

Asia Pacific Journal of Marketing and Logistics

Volumn 28, Issue 1, 2016, Pages 4-22

  Dinh, Tam Duc ^a   Mai, Khuong Ngoc ^a  

^a INTERNATIONAL UNIVERSITY   (Viet Nam)

Author keywords

Guerrilla advertising; Guerrilla marketing; Message credibility; Word of mouth

Indexed keywords

EID: 84950317405     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/APJML-06-2015-0102     Document Type: Article

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