An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance.

Autor:	Belch, George E.1
Zdroj:	Journal of Marketing Research (JMR). Aug1981, Vol. 18 Issue 3, p333-349. 17p. 5 Charts, 2 Graphs.
Databáze:	Business Source Ultimate
Externí odkaz:	Zobrazit plný text záznamu