haku: @author Bhatla, S. / yhteensä: 2
viite: 1 / 2
« edellinen | seuraava »
| Tekijä: | Miniard, P. Bhatla, S. Rose, R. |
| Otsikko: | On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis |
| Lehti: | Journal of Marketing Research
1990 : AUG, VOL. 27, p.290-303 |
| Asiasana: | ADVERTISING EFFECTIVENESS BRAND CHOICE CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | Several issues are addressed concerning the formation and causal role of ad under conditions in which both ad and brand attitudes are formed during exposure of a print advertisement. Ad attitude is shown to have a significant effect on brand attitude even in the absence of peripheral persuasion. |
« edellinen | seuraava »
SCIMA