Consumer Response to a Legitimated Brand Appeal

Author

David B. MONTGOMERY, Singapore Management UniversityFollow
J.S. Armstrong

Publication Type

Book Chapter

Publication Date

1968

Discipline

Business

Research Areas

Marketing

Publication

Insights into Consumer Behavior

ISBN

242497

Publisher

Allyn and Bacon

Citation

MONTGOMERY, David B. and Armstrong, J.S.. Consumer Response to a Legitimated Brand Appeal. (1968). Insights into Consumer Behavior.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1632