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Promotional Campaign Duration and Word of Mouth in Solar Panel Adoption.

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Title: Promotional Campaign Duration and Word of Mouth in Solar Panel Adoption.
Authors: Bollinger, Bryan1 (AUTHOR) bryan.bollinger@stern.nyu.edu, Gillingham, Kenneth2,3 (AUTHOR) kenneth.gillingham@yale.edu, Lamp, Stefan4 (AUTHOR) stefan.lamp@tse-fr.eu, Tsvetanov, Tsvetan5 (AUTHOR) tsvetanov@ku.edu
Source: Marketing Science (INFORMS). Sep/Oct2024, Vol. 43 Issue 5, p1132-1148. 17p.
Database: Business Source Ultimate
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ISSN:07322399
DOI:10.1287/mksc.2022.0243