The disruptive impact of attribute information on the effectiveness of analogies in print advertising as a means to enhance consumer learning of new product benefits

A. Ait El Houssi, KPN Morel, HJ Hultink

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

Original languageUndefined/Unknown
Title of host publicationProceedings of the 34th EMAC Conference - Rejuvenating marketing: contamination, innovation, integration
Editors s.n.
Place of PublicationMilan
PublisherUniversita Commerciale Luigi Bocconi
Pages1-9
Number of pages9
Publication statusPublished - 2005
Event34th EMAC Conference - Rejuvenating marketing: contamination, innovation, integration, Milan, Italy - Milan
Duration: 24 May 200527 May 2005

Publication series

Name
PublisherUniversita Commerciale Luigi Bocconi

Conference

Conference34th EMAC Conference - Rejuvenating marketing: contamination, innovation, integration, Milan, Italy
Period24/05/0527/05/05

Keywords

  • conference contrib. refereed
  • Conf.proc. > 3 pag

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