The jeopardy in double jeopardy

Journal of Advertising Research

Volumn 37, Issue 6, 1997, Pages 37-49

  Baldinger, Allan L ^a   Rubinson, Joel ^a  

^a NPD Group Inc   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0005595524     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (9)

1. BALDINGER, ALLAN L., and JOEL R. RUBINSON. "Brand Loyalty: The Link between Attitude and Behavior." Journal of Advertising Research 36, 6 (1996): 22-34.
2. _, and JOEL R. RUBINSON. "In Search of the Holy Grail: A Rejoinder." Journal of Advertising Research 37, 1 (1997): 18-20.
3. BUZZELL, ROBERT D., and BRADLEY T. GALE. The PIMS Principles - Linking Strategy to Performance. New York, NY: The Free Press, Division of Macmillan, Inc., 1987.
4. DYSON, PAUL, ANDY FARR, and NIGEL HOLLIS. "Understanding, Measuring, and Using Brand Equity." Journal of Advertising Research 36, 6 (1996): 9-21.
5. _, _, and _. "What Does the Marketing Team Need: Description or Prescription?" Journal of Advertising Research 37, 1 (1997): 13-17.
6. LEFTON, T., and J. MCMANUS. "Superbrands 1996." Adweek, October 9, 1995.
7. _, and _. "Superbrands 1990." Adweek, October 1990.
8. LIGHT, LARRY. "The Battle for Brand Dominance." In Transcript Proceedings of the ARF 35th Annual Conference. New York: Advertising Research Foundation, 1989.
9. MCPHEE, W. "Formal Theories of Mass Behavior." New York: New York Press, 1963.