Spillover effects from unintended trials on attitude and behavior: Promoting new products through access-based services

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...

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書目詳細資料
Main Authors:	LEHR, Adrian, BUETTGEN, Marion, BENOIT, Sabine, MERFELD, Katrin
格式:	text
語言:	English
出版:	Institutional Knowledge at Singapore Management University 2020
主題:	access-based services attitudinal change e-mobility field study information integration theory involvement trial effects unintended trial word of mouth (WOM) Marketing Sales and Merchandising
在線閱讀:	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
標簽:	添加標簽沒有標簽, 成為第一個標記此記錄!
機構:	Singapore Management University
語言:	English

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