Brand Trial after a Credibility Change
Publication Type
Journal Article
Publication Date
10-1970
Abstract
Examines the effect of brand enhancement on the credibility of the product in the U.S. Evaluation of a class of consumer panel measurements on market response; Use of market response as a basis for market segmentation; Application of prior reasoning to specify the salient characteristics of consumers.
Discipline
Business
Research Areas
Organisational Behaviour and Human Resources
Publication
Journal of Advertising Research
Volume
10
Issue
5
First Page
26
Last Page
32
ISSN
0021-8499
Citation
MONTGOMERY, David B. and Armstrong, J.S..
Brand Trial after a Credibility Change. (1970). Journal of Advertising Research. 10, (5), 26-32.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1595