Rajat Roy, Vik Naidoo
2017/7/11
European Journal of Marketing
51
7/8
ページ
1353-1373
Emerald Publishing Limited
Purpose
This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product.
Scholar の論文
R Roy, V Naidoo - European Journal of Marketing, 2017