Spillover effects from unintended trials on attitude and behavior: Promoting new products through access-based services
Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are larg...
Saved in:
Main Authors: | LEHR, Adrian, BUETTGEN, Marion, BENOIT, Sabine, MERFELD, Katrin |
---|---|
Format: | text |
Language: | English |
Published: |
Institutional Knowledge at Singapore Management University
2020
|
Subjects: | |
Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7588 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8587/viewcontent/Positive_Spillover_Effects_sv.pdf |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Singapore Management University |
Language: | English |
Similar Items
-
Motivations to engage in word of mouth from non-market participants: A study using automotive business as the field of investigation
by: KWAN, Yao Han
Published: (2018) -
Do links matter? An investigation of the impact of consumer feedback, recommendation networks, and price bundling on sales
by: HU, Nan, et al.
Published: (2012) -
Investigating the effects of dimension-specific sentiments on product sales: The perspective of sentiment preferences
by: JIANG, Cuiqing, et al.
Published: (2021) -
The influence of online word-of-mouth on long tail formation
by: GU, Bin, et al.
Published: (2013) -
Do pepsi drinkers talk about sleepwalker? The effects of self-presentation and conformity in competing word-of-mouth
by: Chen, Q., et al.
Published: (2014)