Competitive interference effects in memory for advertising: Are familiar brands exempt?

Journal of Marketing Communications

Volumn 7, Issue 3, 2001, Pages 159-169

  Kent, Robert J ^a   Kellaris, James J ^b  

^a UNIVERSITY OF DELAWARE   (United States)

^b UNIVERSITY OF CINCINNATI   (United States)

Author keywords

Advertising; Brand equity; Competitive interference; Memory; Recall

Indexed keywords

EID: 23444461236     PISSN: 13527266     EISSN: None     Source Type: Journal    
DOI: 10.1080/13527260110042925     Document Type: Article

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