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Keywords: Referral reward programme
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Journal Articles
Journal of Contemporary Marketing Science (2019) 2 (2): 120–136.
Published: 14 August 2019
...Yimin Zhu; Peipei Lin Purpose The purpose of this paper is to explore how the product type (hedonic product and utilitarian product) and reward type (hedonic gift and utilitarian gift) influence customer referral likelihood in referral reward program. Design/methodology/approach The authors...
