Work

Competition as a Moderator of the Effect of Advertising on Sales

Year: 1984

Type: article

Source: Journal of Marketing Research

DOI: 10.1177/002224378402100404

Author: Hubert Gatignon

Institution: University of Pennsylvania

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2018918347

FWCI: 8.02

Cites: 31

Cited by: 111

Related to: 10