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The Formation of Key Marketing Variable Expectations and Their Impact on Firm Performance: Some Experimental Evidence
Pages:18–34
Published Online:February 1, 1989
Free Access
Commentary on “Conducting Advertising Experiments in the Real World: The Campbell Soup Company Experience”
Pages:72–73
Published Online:February 1, 1989
Free Access
Commentary on “Advertising Experiments at the Campbell Soup Company”
Pages:74–75
Published Online:February 1, 1989
Free Access
Note—The Factor Structure of Multidimensional Response to Marketing Stimuli: A Comparison of Two Approaches
Pages:78–88
Published Online:February 1, 1989
Free Access
Note—A Brand Switching Model with Implications for Marketing Strategies
Pages:89–99
Published Online:February 1, 1989
Free Access
Note—Relaxing the Loyalty Condition in the Colombo/Morrison Model
Pages:100–103
Published Online:February 1, 1989
Free Access
Commentary on “A Brand Switching Model with Implications for Marketing Strategies”
Pages:104–105
Published Online:February 1, 1989
