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A Preliminary Test of the Resonance Marketing Hypothesis: Guidance for Future Research Assessing Multi-Attribute Preferences in Horizontal Competition

Eric K. Clemons, Joshua S. Wilson. A Preliminary Test of the Resonance Marketing Hypothesis: Guidance for Future Research Assessing Multi-Attribute Preferences in Horizontal Competition. In 50th Hawaii International Conference on System Sciences, HICSS 2017, Hilton Waikoloa Village, Hawaii, USA, January 4-7, 2017. pages 1-10, AIS Electronic Library (AISeL), 2017. [doi]

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