Means-end based advertising research: Copy testing is not strategy assessment
- 1 March 1991
- journal article
- Published by Elsevier in Journal of Business Research
- Vol. 22 (2) , 131-142
- https://doi.org/10.1016/0148-2963(91)90047-2
Abstract
No abstract availableKeywords
This publication has 1 reference indexed in Scilit:
- A Means-End Chain Model Based on Consumer Categorization ProcessesJournal of Marketing, 1982