NDLI: Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective

Content Provider	Scilit
Author	Osinga, Ernst C. Leeflang, Peter S. H. Srinivasan, Shuba Wieringa, Jaap E.
Copyright Year	2011
Related Links	https://publications.aston.ac.uk/id/eprint/19106/1/Why_Do_Firms_Invest_in_Consumer_Advertising_with_L.pdf
Ending Page	124
Page Count	16
Starting Page	109
ISSN	00222429
e-ISSN	15477185
DOI	10.1509/jm.75.1.109
Journal	Journal of marketing
Issue Number	1
Volume Number	75
Language	English
Publisher	SAGE Publications
Publisher Date	2011-01-01
Access Restriction	Open
Subject Keyword	Journal: Journal of marketing Applied Ethics Idiosyncratic Consumer Advertising
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective