Predicting premium proneness

Gerard P PRENDERGAST, Alex S L TSANG, Derek T.Y. Poon, Ting Yan Fan

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)
Original languageEnglish
JournalJournal of Advertising Research
Volume48
Issue number2
DOIs
Publication statusPublished - Jun 2008

Scopus Subject Areas

  • Communication
  • Marketing

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