In:
Journal of Marketing Research, SAGE Publications, Vol. 8, No. 4 ( 1971-11), p. 455-459
Abstract:
This article presents the results of an experimental study of the dynamics of attitude development toward a new brand. The role of consumer familiarity with a new brand name in evaluation of product characteristics is examined.
Type of Medium:
Online Resource
ISSN:
0022-2437
,
1547-7193
DOI:
10.1177/002224377100800408
Language:
English
Publisher:
SAGE Publications
Publication Date:
1971
detail.hit.zdb_id:
2066604-4
detail.hit.zdb_id:
218319-5
SSG:
3,2
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