Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A., Gonzalez, Jorge, Stremersch, StefanLanguage:
english
Journal:
International Journal of Research in Marketing
DOI:
10.1016/j.ijresmar.2018.03.004
Date:
April, 2018
File:
PDF, 776 KB
english, 2018