How does advertising affect loyalty? Using Project Apollo data to investigate the relationship in a new way

Rachel Kennedy, Carl Driesener, Gerald Goodhardt, Colin McDonald and Leslie Wood

Understanding and measuring advertising and buyer loyalty have been on marketers' agendas for many decades.

How does advertising affect loyalty? Using Project Apollo data to investigate the relationship in a new way

Rachel Kennedy, Carl Driesener and Gerald GoodhardtEhrenberg-Bass Institute for Marketing Science; Australia

Colin McDonaldEhrenberg-Bass Institute...

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