Competitive Interference Effects in Consumer Memory for...

Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity

Robert J. Kent and Chris T. Allen
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Volume:
58
Language:
english
Journal:
Journal of Marketing
DOI:
10.2307/1252313
Date:
July, 1994
File:
PDF, 1.92 MB
english, 1994
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