Journal of Business Research · 2011 · 483 citations · 93 references
BusinessMarketingMarketing ManagementAdvertisingBrand ManagementStrategic MarketingAdvertising ManagementBrand AdvertisingBrand AssociationsBrand EquityBrand PromotionSales PromotionAdvertising Effects On Brand AwarenessCorporate Brand EquityMarket Share Response To AdvertisingPromotional Effects ModelingPromotions Response
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