Advertising Strategies to Increase Usage Frequency
- 1 January 1996
- journal article
- Published by SAGE Publications in Journal of Marketing
- Vol. 60 (1) , 31
- https://doi.org/10.2307/1251886
Abstract
Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a m...Keywords
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