Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement

Journal of Brand Management

Volumn 18, Issue 1, 2010, Pages 50-65

  Dens, Nathalie ^a   De Pelsmacker, Patrick ^a  

^a UNIVERSITY OF ANTWERP   (Belgium)

Author keywords

advertising; familiarity; involvement; line extensions; new brands

Indexed keywords

EID: 77956464283     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2010.22     Document Type: Article

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