Understanding the quality–quantity conundrum of customer referral programs: effects of contribution margin, extraversion, and opinion leadership

Viswanathan V, Tillmanns S, Krafft M, Asselmann D



Publication type
Article in 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

Pages range
1108–1132

DOI