BRAND LOYALTY AND BARRIERS TO ENTRY.
This essay has considered a general distributed lag model of the dynamic demand functions facing established firms and potential entrants in a situation in which advertising is the only competitive weapon. This structure is compatible with empirical studies of consumer response to advertising, and i...
| Published in: | Southern Economic Journal Vol. 40; no. 4; pp. 579 - 589 |
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| Format: | Article |
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Wiley-Blackwell
Apr74
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| Online Access: | View this record in EBSCOhost |