Does advertising overcome brand loyalty? : Evidence from the breakfast-cereals market
Year of publication: |
2004
|
---|---|
Authors: | Shum, Matthew |
Published in: |
Journal of economics & management strategy : JEMS. - Malden, Mass. [u.a.] : Blackwell, ISSN 1058-6407, ZDB-ID 1123863-X. - Vol. 13.2004, 2, p. 241-272
|
Subject: | Chicago (Ill.) | Werbewirkung | Advertising effects | Markenartikel | Brand | Frühstückszerealien | Breakfast cereals | 1991-1992 |
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