A Border Strategy Analysis of Ad Source and Message Tone in Senatorial Campaigns
Published Online:9 May 2018https://doi.org/10.1287/mksc.2017.1079
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Volume 37, Issue 3
May-June 2018
Pages 333-506
Article Information
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- Received:March 09, 2016
- Accepted:September 10, 2017
- Published Online:May 09, 2018
Copyright © 2018, INFORMS
Cite as
Yanwen Wang, Michael Lewis, David A. Schweidel (2018) A Border Strategy Analysis of Ad Source and Message Tone in Senatorial Campaigns. Marketing Science 37(3):333-355.
https://doi.org/10.1287/mksc.2017.1079
Keywords
