Multiple sources in advertising appeals: When product...

Journal of the Academy of Marketing Science 1994 / SUM Vol. 22; Iss. 3

Multiple sources in advertising appeals: When product endorsers are paid by the advertising sponsor

David J. Moore, John C. Mowen, Richard Reardon
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Volume:
22
Language:
english
DOI:
10.1177/0092070394223004
Date:
January, 1994
File:
PDF, 977 KB
english, 1994
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