Marketing Strategy in Action: Disclosure, Spillovers, Strategic Differentiation, and Brand Refreshment
(A2026-133185)

AUTHORS

Larisa Kovalenko, University of Texas at San Antonio; Nooshin Warren, University of Arizona; Stefan Wuyts, Penn State University; Amirhossein Sabooni Asrehazer, Ivey Business School; Kersi Antia, Ivey Business School at Western University; Yashoda Bhagwat, Texas Christian University; Shekhar Misra, University of Galway; Ben Lee, Pennsylvania State University, Behrend; Saurabh Mishra, George Mason University; Sudha Mani, Monash University; Kenneth Wathne, University of Stavanger/University of Stavanger & BI Norwegian Business School

ABSTRACT

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