Means-end based advertising research: Copy testing is not strategy assessment
| Year of publication: |
1991
|
|---|---|
| Authors: | Reynolds, Thomas J. ; Rochon, John P. |
| Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 22.1991, 2, p. 131-142
|
| Publisher: |
Elsevier |