Market response to the legitimation of a brand appeal

Author(s)
Montgomery, David Bruce.; Armstrong, Jon Scott
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Date issued
1969
URI
http://hdl.handle.net/1721.1/48414
Publisher
Cambridge, M.I.T
Other identifiers
marketresponseto00mont
Series/Report no.
Working paper (Sloan School of Management) ; 391-69.
Keywords
Endorsements in advertising.
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