Conference proceedings article
Modeling Culture's Impact on Reputation Transfer in Direct Marketing



Publication Details
Authors:
Wagner, R.; Falkenreck, C.
Editor:
.
Place:
New Orleans
Publication year:
2008
Pages range:
115 - 120
Book title:
Proceedings of the 2008 AMS Cultural Perspectives in Marketing Conference



Keywords
brand extension, B-to-B markets, commitment trust theory, corporate reputation, Hofstede's scores, Marketing-Interaktionen in verschiedenen Kulturen, proceedings, reputation transfer

Last updated on 2019-25-07 at 11:52