Full Text

• Published version (via Digital Object Identifier)

Duke Authors

• McCann, John M.

Cited Authors

• McCann, JM; Reibstein, DJ

Published Date

• November 1985

Published In

• Journal of Marketing Research 

Volume / Issue

• 22 / 4

Start / End Page

• 415 - 415

Published By

• JSTOR 

International Standard Serial Number (ISSN)

• 0022-2437

Digital Object Identifier (DOI)

• 10.2307/3151586