The effects of identical versus varied advertising and publicity messages on consumer response

Journal of Marketing Communications

Volumn 12, Issue 2, 2006, Pages 109-123

  Wang, Shih Lun Alex ^a,c   Nelson, Richard Alan ^b  

^a UNIVERSITY OF CONNECTICUT   (United States)

^b LOUISIANA STATE UNIVERSITY   (United States)

^c UNIVERSITY OF CONNECTICUT   (United States)

Author keywords

Advertising; Consumer response; Identical multiple source messages; Integrated marketing communications; Publicity; Varied multiple source messages

Indexed keywords

EID: 33745572052     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260600615626     Document Type: Article

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