Article | JMR, Journal of Marketing Research | February 1994

The Effects of Advertising on Brand Switching and Repeat Purchasing

by J. A. Deighton, C.M. Henderson and S. Neslin

Keywords: Brands and Branding; Advertising;

Citation:

Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." JMR, Journal of Marketing Research 31 (February 1994).