The Moderating Role of Commitment on the Spillover Effect of Marketing Communications
| Year of publication: |
2001
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|---|---|
| Authors: | Ahluwalia, Rohini ; Unnava, H.Rao ; Burnkrant, Robert E. |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 38.2001, 4, p. 458-470
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