Conference proceedings article
Modeling Culture's Impact on Reputation Transfer in Direct Marketing
Publication Details
Authors: | Wagner, R.; Falkenreck, C.
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Book title: | Proceedings of the 2008 AMS Cultural Perspectives in Marketing Conference
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Keywords
brand extension, B-to-B markets, commitment trust theory, corporate reputation, Hofstede's scores, Marketing-Interaktionen in verschiedenen Kulturen, proceedings, reputation transfer