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The Impact of Advertising Creative Strategy on Advertising Elasticity

Published: 16 March 2022

Authors: Filippo Dall'Olio and Demetrios Vakratsas Publication: Journal of Marketing, Forthcoming, first published online as EXPRESS: January 7, 2022 Abstract:

Journal of Marketing

Established in 1936, Journal of Marketing (JM) has been the recognized leader in its field for more than seven decades. JM is positioned as the premier, broad-based, scholarly journal of the...

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