An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing

Journal of Public Policy and Marketing

Volumn 27, Issue 1, 2008, Pages 34-44

  Wei, Mei Ling ^a   Fischer, Eileen ^b   Main, Kelley J ^c  

^a RYERSON UNIVERSITY   (Canada)

^b YORK UNIVERSITY   (Canada)

^c UNIVERSITY OF MANITOBA   (Canada)

Author keywords

Brand familiarity; Covert marketing; Persuasion knowledge; Tactic appropriateness

Indexed keywords

EID: 45449085106     PISSN: 07439156     EISSN: 15477207     Source Type: Journal    
DOI: 10.1509/jppm.27.1.34     Document Type: Article

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