A study of the believability of the forms of puffery

Journal of Marketing Communications

Volumn 8, Issue 4, 2002, Pages 243-256

  Haan, Perry ^a   Berkey, Cal ^b  

^a Bridgewater House   (United States)

^b Argosy University   (United States)

Author keywords

Believing advertising; Consumers' product experience; Forms of puffery; Levels of puffery; Product familiarity; Puffery

Indexed keywords

EID: 22344446661     PISSN: 13527266     EISSN: None     Source Type: Journal    
DOI: 10.1080/13527260210162282     Document Type: Article

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