Branding alters attitude functions and reduces the advantage of functionmatching persuasive appeals

Journal of Marketing Research

Volumn 47, Issue 2, 2010, Pages 348-360

  Leboeuf, Robyn A ^a   Simmons, Joseph R ^b  

^a UNIVERSITY OF FLORIDA   (United States)

^b YALE SCHOOL OF MANAGEMENT   (United States)

Author keywords

Advertising; Branding; Matching and mismatching appeals; Persuasion; Product attitudes

Indexed keywords

EID: 77951187786     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.2.348     Document Type: Article

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