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~isPartOf:"International journal of research in marketing : IJRM ; official journal of the European Marketing Academy"
~isPartOf:"Media-Perspektiven"
~subject:"Advertising up"
~type:"article"
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Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A.
;
González, Jorge
;
Stremersch, Stefan
- In:
International journal of research in marketing : IJRM ; …
35
(
2018
)
3
,
pp. 471-489
Persistent link: https://www.econbiz.de/10011943264
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