Effectively communicating new product benefits to consumers: The use of analogy versus literal similarity

A. Ait El Houssi, KPN Morel, HJ Hultink

Research output: Contribution to journalArticleScientificpeer-review

Original languageUndefined/Unknown
Pages (from-to)554-559
Number of pages6
JournalAdvances in Consumer Research
Publication statusPublished - 2005


  • academic journal papers
  • ZX CWTS JFIS < 1.00

Cite this