The effects of multiple-ads and multiple-brands on consumer attitude and purchase behavior

Journal of Consumer Marketing

Volumn 24, Issue 1, 2007, Pages 27-35

  Teng, Lefa ^a   Laroche, Michel ^b   Zhu, Huihuang ^c  

^a UNIVERSITY OF GUELPH   (Canada)

^b John Molson School of Business   (Canada)

^c SUN YAT SEN UNIVERSITY   (China)

Author keywords

Advertising; Brands; Cognition; Competititive strategy; Consumer behaviour; North America

Indexed keywords

EID: 33846625910     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760710720966     Document Type: Article

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