Is 75% of the sales promotion bump due to brand switching? No, only 33% is

H.J. van Heerde, S. Gupta, D.R. Wittink

Research output: Contribution to journalArticleScientificpeer-review

121 Citations (Scopus)
Original languageEnglish
Pages (from-to)481-491
Number of pages10
JournalJournal of Marketing Research
Volume40
Issue number4
Publication statusPublished - 2003

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