The independent variables in this study are measured across product categories and, consequently, the results are generalized

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The independent variables in this study are measured across product categories and, consequently, the results are generalized across product categories. Is this reasonable? What could be the moderating impact of different product categories in this study?

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A Reader In Marketing Communications

ISBN: 9780073381091

8th Edition

Authors: Philip J. Kitchen, Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz

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