Negative word of mouth for a failed innovation from higher/lower equity brands: Moderating roles of opinion leadership and consumer testimonials
| Autor: | Dalman, M. Deniz, Chatterjee, Subimal, Min, Junhong |
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| Zdroj: | In Journal of Business Research July 2020 115:1-13 |
| Databáze: | ScienceDirect |
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