Customer Referral Reward–Brand–Fit: A Schema Congruity Perspective
Abstract
Customer referral programs (CRPs) are widely applied as an effective means to stimulate word‐of‐mouth. While previous research mainly focuses on CRPs’ impact of acquiring new customers, this study introduces referral programs as a strategic brand management tool. In doing so, this article emphasizes what has been largely neglected by scholars: A “recommenders‐perspective.” Guided by two competing theoretical perspectives, this article proposes...
Paper Details
Title
Customer Referral Reward–Brand–Fit: A Schema Congruity Perspective
Published Date
Jun 9, 2016
Journal
Volume
33
Issue
7
Pages
542 - 558
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