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January 1, 1990The Journal of Business

Advertising Content When Brand Choice is a Signal

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Authors

BWBirger WernerfeltIIT@MIT

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Birger Wernerfelt (1990) studied this question.

synapsesocial.com/papers/69d757c75f9a1dad5348fd2fhttps://doi.org/10.1086/296485
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