Additional Metadata
Keywords teaser advertising, social media marketing, ewom, expectation disconfirmation theory, brand attitude
Thesis Advisor van Everdingen, Yvonne, Tsekouras, D.
Persistent URL
Series International Management CEMS
Grohn, Jamie. (2019, February 7). When expectation meets reality: The role of teaser ad evoked expectations and the actual product on electronic word-of-mouth and brand attitude. International Management CEMS. Retrieved from