Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference-Reference-Cited by-同舟云学术

Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference

Published:2019-06 Issue:2 Volume:36 Page:306-324
ISSN:0167-8116
Container-title:International Journal of Research in Marketing
language:en
Short-container-title:International Journal of Research in Marketing

Author:

Kronrod Ann,Huber Joel^ORCID

Publisher

Elsevier BV

Subject

Marketing

Reference105 articles.

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4. Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond;Batra;Journal of Consumer Research,1986

5. An examination of comparative and noncomparative television commercials: The effects of claim variation and repetition on cognitive response and message acceptance;Belch;Journal of Marketing Research,1981

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