Hayes, Mick - In: Journal of Historical Research in Marketing 9 (2017) 4, pp. 359-385
message strategies used by brands in response to shortages, zoning and pooling. Findings While rationing has been discussed at … about rationing, shortages, zoning and pooling, the latter three also caused brands to apologise, look to the future and …-making. Originality/value This is the first research to explore the impact of forms of control other than rationing on advertising during …