The impact of pretrial advertising on posttrial product evaluations : assessing the effects of attribute information for hedonic and utilitarian products
Year of publication: |
2012
|
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Authors: | Micu, Camelia C. ; Coulter, Robin A. |
Published in: |
Journal of marketing theory and practice. - Statesboro, GA : Assoc., ISSN 1069-6679, ZDB-ID 2034622-0. - Vol. 20.2012, 2, p. 189-201
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Subject: | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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