Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice
- 1 May 1988
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 25 (2) , 134
- https://doi.org/10.2307/3172645
Abstract
Information processing theory and findings on advertising response suggest a nonlinear response to repetitive ad exposure, mediated by brand loyalty. The respon...Keywords
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