Guitart , I. A. ., Gonzalez , J. ., & Stremersch, S. . . (2025). ADVERTISING NON-PREMIUM PRODUCTS AS IF THEY WERE PREMIUM: THE IMPACT OF ADVERTISING UP ON ADVERTISING ELASTICITY AND BRAND EQUITY. BW Academic Journal. Retrieved from https://www.bwjournal.org/index.php/bsjournal/article/view/3103