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Advertising
Consumer behaviour
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Advertising effects
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McAlister, Leigh
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Kim, Min Chung
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Journal of marketing
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Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
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ECONIS (ZBW)
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The impacts of advertising assets and R&D assets on reducing bankruptcy risk
Jindal, Niket
;
McAlister, Leigh
- In:
Marketing science : the marketing journal of the …
34
(
2015
)
4
,
pp. 555-572
Persistent link: https://www.econbiz.de/10011313061
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2
Advertising effectiveness : the moderating effect of firm strategy
McAlister, Leigh
;
Srinivasan, Raji
;
Jindal, Niket
; …
- In:
Journal of marketing research : JMR
53
(
2016
)
2
,
pp. 207-224
Persistent link: https://www.econbiz.de/10011485280
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3
Stock market reaction to unexpected growth in marketing expenditure : negative for sales force, contingent on spending level for advertising
Kim, Min Chung
;
McAlister, Leigh
- In:
Journal of marketing
75
(
2011
)
4
,
pp. 68-85
Persistent link: https://www.econbiz.de/10009270908
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