Do buzz and evidence really matter in product...

Do buzz and evidence really matter in product preannouncements? An empirical test of two competing theories

Mishra, Debi P., Atav, Gizem, Dalman, M. Deniz
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Volume:
ahead-of-p
Journal:
Journal of Consumer Marketing
DOI:
10.1108/JCM-06-2018-2740
Date:
July, 2020
File:
PDF, 235 KB
2020
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