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Shum, Matthew (2004) Does advertising overcome brand loyalty? Evidence from the breakfast-cereals market. Journal of Economics and Management Strategy, 13 (2). pp. 241-272. ISSN 1058-6407. doi:10.1111/j.1530-9134.2004.00010.x. https://resolver.caltech.edu/CaltechAUTHORS:SHUjems04

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