Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising.
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| Title: | Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising. |
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| Authors: | Lu, Shijie1 (AUTHOR) slyu@nd.edu, Yang, Sha2 (AUTHOR) shayang@marshall.usc.edu, Yao, Yao (AUTHOR) |
| Source: | Journal of Marketing. Mar2025, Vol. 89 Issue 2, p119-140. 22p. |
| Database: | Business Source Ultimate |
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