Title

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

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