THE EFFECTS OF ADVERTISER REPUTATION AND EXTREMITY OF ADVERTISING CLAIM ON ADVERTISING EFFECTIVENESS

被引：229

作者：

GOLDBERG, ME ^{[1
]}

HARTWICK, J ^{[1
]}

机构：

[1] VIRGINIA POLYTECH INST & STATE UNIV,MKT,BLACKSBURG,VA 24061

来源：

JOURNAL OF CONSUMER RESEARCH | 1990年 / 17卷 / 02期

关键词：

D O I：

10.1086/208547

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：172 / 179

页数：8

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