Work

The Moderating Role of Commitment on the Spillover Effect of Marketing Communications

Year: 2001

Type: article

Source: Journal of Marketing Research

DOI: 10.1509/jmkr.38.4.458.18903

Authors: Rohini Ahluwalia, H. Rao Unnava, Robert E. Burnkrant

Institutions: University of Kansas, The Ohio State University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2156925274

FWCI: 5.769

Cites: 46

Cited by: 409

Related to: 10