Leading the Way in New Product Introductions: Publicity's Message Sequencing Success With Corporate Credibility and Image as Moderators

Author： Ivanov Bobi   Sims Jeanetta D.   Parker Kimberly A.  

Publisher： Routledge Ltd

ISSN： 1062-726X

Source： Journal of Public Relations Research, Vol.25, Iss.5, 2013-11, pp. : 442-466

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