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Shum, 2004 - Google Patents

Does advertising overcome brand loyalty? Evidence from the breakfast‐cereals market

Shum, 2004

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Document ID
2696451514237106164
Author
Shum M
Publication year
Publication venue
Journal of Economics & Management Strategy

External Links

Snippet

In differentiated product markets where consumer preferences are characterized by brand loyalty, an important role for advertising may be to overcome brand loyalty by encouraging consumers to switch to less familiar brands. Using a scanner panel dataset of breakfast …
Continue reading at papers.ssrn.com (PDF) (other versions)

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