Beer brand characteristics as motivational drivers for Colombian consumers to engage in word-of-mouth
Citation
Stahl, P., Tjandra, N. C., & Marshall, K. (2016) Beer brand characteristics as motivational drivers for Colombian consumers to engage in word-of-mouth. In: McLeay, F. & Woodruffe-Burton, H. (eds.) Radical Marketing, Academy of Marketing Conference (AM2016), 4-7 July 2016. Newcastle: Newcastle Business School, Northumbria University Newcastle.