Informing, Transforming, and Persuading: Disentangling the Multiple Effects of Advertising on Brand Choice Decisions
| Year of publication: |
2008
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| Authors: | Mehta, Nitin ; Chen, Xinlei (Jack) ; Narasimhan, Om |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 27.2008, 3, p. 334-355
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