Open UTDAcademic Journal Reviews
10.1177/0022243720910104
ArticleJournal of Marketing Research

Advertising Effectiveness for Multiple Retailer-Brands in a Multimedia and Multichannel Environment

Peter J. DanaherTracey S. DanaherMichael Stanley SmithRuben Loaiza-Maya
2020Volume 57 · Issue 3pp. 445-467
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