Does advertising overcome brand loyalty? Evidence from the breakfast-cereals market

Journal of Economics and Management Strategy

Volumn 13, Issue 2, 2004, Pages 241-272

  Shum, Matthew ^a  

^a JOHNS HOPKINS UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

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EID: 2542577789     PISSN: 10586407     EISSN: None     Source Type: Journal    
DOI: 10.1111/j.1530-9134.2004.00010.x     Document Type: Article

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