search query: @author Keller, K. / total: 4
reference: 4 / 4
« previous | next »
| Author: | Keller, K. |
| Title: | Memory and Evaluation Effects in Competitive Advertising Environments |
| Journal: | Journal of Consumer Research
1991 : MAR, VOL.17, p.463-476 |
| Index terms: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR BRAND CHOICE |
| Language: | eng |
| Abstract: | A research was conducted to examine how quantitative and qualitative aspects of competitive advertising and the presence of advertising retrieval cues influence consumer memory and evaluations of brands. The findings and implications of the research are summarized. |
« previous | next »
SCIMA