Publications
Publications
  • February 1994
  • Article
  • Journal of Marketing Research (JMR)

The Effects of Advertising on Brand Switching and Repeat Purchasing

By: J. A. Deighton, C.M. Henderson and S. Neslin
  • Format:Print
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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." Journal of Marketing Research (JMR) 31 (February 1994).

About The Author

John A. Deighton

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