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

Houston MB, Hennig-Thurau T, Spann M, Skiera B



Publication type
Conference Paper

Peer reviewed
Yes

Publication status
Published

Year
2008

Conference
2008 AMA Summer Educators’ Conference

Venue
San Diego

Start page
52

End page
53

Publisher
American Marketing Association

Place
Chicago

Language
English