期刊
JOURNAL OF MARKETING THEORY AND PRACTICE
卷 20, 期 2, 页码 203-221出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.2753/MTP1069-6679200206
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This study shows that the amount of message cues in the new product preannouncements influences the extent of message clarity, which in turn determines the consistency in messages. A firm is more likely to communicate more clearly new product preannouncement messages with more cues for a strongly branded product. If the product is newer, the firm would tend to convey less uniform messages. Large firms are more likely to convey more abundant and ambiguous messages. Market-oriented firms are more likely to deliver consistent messages with sufficient cues. Firms in technologically turbulent environments are less likely to consistently unveil new product-related messages, while those operating in markets subjected to network externalities tend to send abundant message content.
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