Building brand knowledge structures : elaboration and interference effects on the processing of sequentially advertised brand benefit
Susan E. Heckler, Kevin Lane Keller, Michael J. Houston and Jill Avery
| Year of publication: |
2014
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|---|---|
| Authors: | Heckler, Susan E. ; Keller, Kevin Lane ; Houston, Michael J. ; Avery, Jill |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 20.2014, 3, p. 176-196
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| Subject: | sequential advertising claims | consumer memory | brand knowledge | inference effects | elaboration effects | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Werbung | Advertising | Markenartikel | Brand | Markenimage | Brand image |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010389736