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Consumer Anticipation of New Products: Conceptualization and Empirical Evidence regarding Pre-Release Buzz

Authors/Editors: Houston, Mark B.
Hennig-Thurau, Thorsten
Prof. Dr. Martin Spann
Skiera, Bernd
Published: 2008
Type: Articles in Refereed Proceedings (International)
Additional information: Proceedings of the 2008 American Marketing Association (AMA) Summer Educators’ Conference, San Diego