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Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising.

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Bibliographic Details
Title: Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising.
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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ISSN:00222429
DOI:10.1177/00222429241274727