Promotion has a negative effect on brand evaluations - or does it?
Subtitle: additional disconfirming evidence
By: Scott Davis, J. Jeffrey Inman, Leigh McAlister.
Contributors: Inman, J. Jeffrey.; McAlister, Leigh.; Marketing Science Institute.
Series: Report / Marketing Science Institute -- no.92-105
Publisher: Marketing Science Institute
Published: 1992
Place of publication: Cambridge, Mass
Language: eng