Building brand knowledge structures: Elaboration and interference effects on the processing of sequentially advertised brand benefit claims

Author： Heckler Susan E. Keller Kevin Lane Houston Michael J. Avery Jill

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.20, Iss.3, 2014-05, pp. : 176-196

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