An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding
Tülin Erdem and Baohong SunVolume:
39
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.2307/1558554
Date:
November, 2002
File:
PDF, 2.39 MB
english, 2002