The Effects of Covert Marketing on Brand Evaluations: Evidence from an Empirical Study in a Social Media Context
Autoren/Herausgeber: |
Bartsch, Silke Göbel, Fabian |
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erschienen: | 2011 |
Publikationsart: | Articles in Refereed Proceedings (International) |
erschienen in: | Proceedings of the 19th International Colloquium on Relationship Marketing (ICRM), September 27.-30., Rochester (USA). |