Work

An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance

Year: 1981

Type: article

Source: Journal of Marketing Research

DOI: 10.1177/002224378101800307

Author: George E. Belch

Institution: San Diego State University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2334586821

FWCI: 11.87

Cites: 30

Cited by: 219

Related to: 10