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Keywords: Contingency view
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Journal Articles
Journal:
Measuring Business Excellence
Measuring Business Excellence (2023) 27 (4): 634–650.
Published: 08 September 2023
...-use rights only Advertisement Performance Nigeria Contingency view Resources base view Moderation In the current business environment, characterized by intense competition, advertising is vital to drawing attention to products and services (McAlister et al., 2016). Firms...
