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

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

Research output: Contribution to journal › Article › peer-review

23 Scopus citations

Fingerprint

Dive into the research topics of 'Building brand knowledge structures: Elaboration and interference effects on the processing of sequentially advertised brand benefit claims'. Together they form a unique fingerprint.

Business & Economics