Yet another persuasion tactic? De-influencing with alternative brand recommendations and consumer perceptions

dc.contributor.authorBeurer-Züllig, Bettina
dc.contributor.authorDörner, Adele
dc.contributor.authorRozumowski, Anna
dc.contributor.editorReis, José Luís
dc.contributor.editorRuiz-Mafé, Carla
dc.contributor.editorPeter, Marc K.
dc.contributor.editorReis, Luís Paulo
dc.date.accessioned2026-06-03T07:01:27Z
dc.date.issued2026
dc.eventInternational Conference on Marketing and Technologies (ICMarkTech 2025)
dc.identifier.doi10.1007/978-3-032-16288-5_34
dc.identifier.isbn978-3-032-16287-8
dc.identifier.isbn978-3-032-16288-5
dc.identifier.urihttps://irf.fhnw.ch/handle/11645/56921
dc.language.isoen
dc.publisherSpringer
dc.relation.ispartofMarketing and Smart Technologies. Proceedings of ICMarkTech 2025
dc.relation.ispartofseriesSmart Innovation, Systems and Technologies
dc.rights.uri
dc.spatialCham
dc.subject.ddc330 - Wirtschaft
dc.titleYet another persuasion tactic? De-influencing with alternative brand recommendations and consumer perceptions
dc.type04B - Beitrag Konferenzschrift
dc.volume2
dspace.entity.typePublication
fhnw.InventedHereYes
fhnw.ReviewTypenot peer-reviewed
fhnw.affiliation.hochschuleHochschule für Wirtschaft FHNWde_CH
fhnw.affiliation.institutInstitute for Competitiveness and Communicationde_CH
fhnw.openAccessCategoryClosed
fhnw.pagination483-496
fhnw.publicationStatePublished
fhnw.seriesNumber474
fhnw.targetcollection3ce5215e-9ffb-4c47-a5f5-e1459fa6c301
relation.isAuthorOfPublicatione4e5ff2a-1c47-426f-9984-66f859600eb1
relation.isAuthorOfPublicationed348601-d275-4845-8739-486fb8d921db
relation.isAuthorOfPublication.latestForDiscoverye4e5ff2a-1c47-426f-9984-66f859600eb1
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Institute for Competitiveness and Communication