Journal of Promotion Management
Volume 30, 2024 - Issue 2
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Research Articles
Customer-to-Customer Communication: Referral of High and Low Involvement Products through Stimulated Word-of-Mouth
Bettina Bifkovicsa Corvinus University of Budapest, Budapest, HungaryView further author information
, Erzsébet Malotaa Corvinus University of Budapest, Budapest, HungaryCorrespondence[email protected]
https://orcid.org/0000-0001-5628-4354View further author information
Luciana N. Fariab Nova School of Business and Economics, Universidade Nova de Lisboa, Carcavelos, Portugal View further author information
& Luis F. Martinezb Nova School of Business and Economics, Universidade Nova de Lisboa, Carcavelos, Portugal View further author information
Pages 204-226
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Published online: 03 Sep 2023
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