Brand Trial after a Credibility Change
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.
Organisational Behaviour and Human Resources
Journal of Advertising Research
MONTGOMERY, David B. and Armstrong, J.S..
Brand Trial after a Credibility Change. (1970). Journal of Advertising Research. 10, (5), 26-32. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/1595
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