How ad claim similarity and target brand familiarity moderate competitive interference effects in memory for advertising

Journal of Marketing Communications

Volumn 3, Issue 4, 1997, Pages 231-242

  Kent, Robert J ^a  

^a UNIVERSITY OF DELAWARE   (United States)

Author keywords

Advertising; Competitive Interference; Distinctiveness; Media; Memory; Recall

Indexed keywords

EID: 3042991212     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/135272697345916     Document Type: Article

References (1)

1. Alba, J.W. and Hutchinson, J.N. (1987) Dimensions of consumer expertise. Journal of Consumer Research 13 (March), 411-54.