Blar i AURA på forfatter "Lalanananda, Weerasinghe Gunawardana Thusitha Sanjeewa"
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Advertising expenditure as a determinant of a brand's share of the market (A case with low and high involvement products)
Lalanananda, Weerasinghe Gunawardana Thusitha Sanjeewa (Master thesis, 2007)This study attempted to determine the impact of brand’s advertising expenditure on its share of the market and its variation, if any, across different product categories (i.e., lowinvolvement vs. high- involvement ...