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Keywords: Agency theory
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (7): 739–748.
Published: 15 July 2020
... Emerald Publishing Limited Licensed re-use rights only Signaling theory Agency theory Buzz marketing Stock market return Pre-announcements Product pre-announcements Information asymmetry Product preannouncements (PPA) are widely used by marketers to inform consumers about impending...
