RESEARCH NOTES AND COMMUNICATIONS - Signaling Unobservable Product Quality Through a Brand Ally
| Year of publication: |
1999
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|---|---|
| Authors: | Rao, Akshay R. ; Qu, Lu ; Ruekert, Robert W. |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 36.1999, 2, p. 258-268
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