Understanding the quality–quantity conundrum of customer referral programs: effects of contribution margin, extraversion, and opinion leadership
Cite as
Viswanathan, V., Tillmanns, S., Krafft, M., & Asselmann, D. (2018). Understanding the quality–quantity conundrum of customer referral programs: effects of contribution margin, extraversion, and opinion leadership. Journal of the Academy of Marketing Science, 2018(46/6), 1108–1132.Details
Publication type
Research article (journal)
Peer reviewed
Yes
Publication status
Published
Year
2018
Journal
Journal of the Academy of Marketing Science
Volume
2018
Issue
46/6
Start page
1108
End page
1132
Language
English
ISSN
0092-0703
DOI