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Research papers

How does advertising affect loyalty?

Understanding and measuring advertising and buyer loyalty have both been on marketers' agendas for many decades. However, the act of bringing the two agendas together has been limited due to the data requirements associated with doing so...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Leslie Wood, Rachel Kennedy, Colin McDonald, Carl Driesener, Gerald J. Goodhardt
June 1, 2008
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Citation

Wood, Kennedy, McDonald, Driesener and Goodhardt (2008a, June 01). How does advertising affect loyalty?. ANA - ESOMAR. Retrieved May 07, 2024, from


https://ana.esomar.org/documents/how-does-advertising-affect-loyalty-