Informational and Noninformational Advertising Content
Author:
Affiliation:
1. Alfred Lerner College of Business and Economics, University of Delaware, Newark, Delaware 19716;
2. Anderson School of Management, University of California, Los Angeles, Los Angeles, California 90024
Abstract
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Subject
Marketing,Business and International Management
Reference64 articles.
1. Empirically Distinguishing Informative and Prestige Effects of Advertising
2. Advertising, learning, and consumer choice in experience good markets: an empirical examination*
3. Inference for marketing decisions
4. Push-me pull-you: comparative advertising in the OTC analgesics industry
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