Brands and Brand Equity
The Effects of Involvement and Executional Factors of a Television Commercial on Brand Attitude FormationJan 1, 1984 C. Whan Park and S. Mark Young, 1984, 84-100
Reports results of an experiment exploring effects of subjects' type of involvement at time of exposure to a TV commercial, and the presence of music in the commercial, on brand attitude formation.
Identifying Competitive Brand Relationships When Consumers Seek VarietyJan 1, 1984 Leigh McAlister and James M. Lattin, 1984, 84-105
Supplies new technique for inferring competitive relationships from brand-choice data; compares results in a sample application to those produced by three existing techniques.
Comparative Product Information and Its Interaction with Brand Name and Product TypeJan 1, 1980 Dennis L. McNeill and William R. Swinyard, 1980, 80-114
Presents results of an experimental study investigatin interactions of new information with existing information in consumers' information processing.
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