Consumer Anticipation of New Products: Conceptualization and Empirical Evidence Regarding Pre-Release Buzz
Cite as
Houston, M., Hennig-Thurau, T., Spann, M., & Skiera, B. (2008). Consumer Anticipation of New Products: Conceptualization and Empirical Evidence Regarding Pre-Release Buzz. In Proceedings of the 2008 AMA Summer Educators’ Conference, San Diego, 52–53.Details
Publication type
Research article in proceedings (conference)
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