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Advertising Effectiveness: The Moderating Effect of Firm Strategy

Journal of marketing research, 2016-04, Vol.53 (2), p.207-224 [Peer Reviewed Journal]

Copyright © 2016, American Marketing Association ;2016 American Marketing Association ;Copyright American Marketing Association Apr 2016 ;ISSN: 0022-2437 ;EISSN: 1547-7193 ;DOI: 10.1509/jmr.13.0285 ;CODEN: JMKRAE

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