Stability of Appliance Brand Awareness
Journal of Marketing ResearchPublished 1 February 1971
George S. Day, Robert W. Pratt
Citations10
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
This panel study found a great deal of change in appliance brand awareness over six months. Further analysis indicated that spurious sources of change dominated true change. These findings have some important implications for researchers and managers using awareness change to evaluate marketing programs.
Keywords
Business, Management and Accounting
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