Копейка за ваши мысли: программы вознаграждения за рекомендации и вероятность рекомендаций 
Рю Г., Файк Л.

Концептуальная основа;
Первое исследование;
Вознаграждение за рекомендации и порочность связей;
Вознаграждение за рекомендации и сила бренда;
Методика исследования;
Результаты исследования;
Обсуждения результатов исследования;
Второе, третье, и четвертое исследования;

Ключевые слова: программы вознаграждения за рекомендации, вероятность рекомендации, поощрение, сильный / слабый бренд, теория обмена

Аннотация

Авторы задались вопросом о том, что влияет на мотивы существующих клиентов рекомендовать продукцию компании другим людям. В статье описан ряд исследований, посвященных поиску ответа на этот вопрос. В работе рассмотрено влияние таких факторов, как размер вознаграждения, то, кто именно его получает (рекомендующий или тот, кому рекомендуют), сила / слабость бренда, то, кому делаются рекомендации - близким людям или просто знакомым.

Журнал: «Маркетинговые коммуникации» — №1, 2009 (© Издательский дом Гребенников)
Объем в страницах: 26
Кол-во знаков: около 60,887
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Рю Гангсеог

Профессор маркетинга Колледжа бизнес-администрирования Корейского университета.

Корея

Файк Лоуренс

Профессор бизнес-администрирования Высшей школы бизнеса Джозефа Катца Университета Питтсбурга.

Питтсбург, США