The long-term impact of promotion and advertising on ... · The long-term impact of promotion and advertising on consumer brand choice Carl F Mela; Sunil Gupta; Donald R Lehmann JMR,

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The long-term impact of promotion and advertising on consumer brand choiceCarl F Mela; Sunil Gupta; Donald R LehmannJMR, Journal of Marketing Research; May 1997; 34, 2; ABI/INFORM Globalpg. 248

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