Doing well versus doing good: the differential effect of underdog prositioning of moral and competent service providers

• Autores: Amna Kirmani, Rebecca W. Hamilton, DEBORA V. THOMPSON, Shannon Lantzy
• Localización: Journal of marketing: A quarterly publication of the american marketing association, ISSN 0022-2429, Vol. 81, Nº 1, 2017, págs. 103-117
• Idioma: inglés
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