A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness
- 1 February 1994
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 31 (1) , 57
- https://doi.org/10.2307/3151946
Abstract
The authors conducted an empirical study to test McGuire's (1984) distinctiveness theory within an advertising context. First, following the distinctiveness...Keywords
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