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Results: 3

Authors: Howard, DJ Gengler, C
Citation: Dj. Howard et C. Gengler, Emotional contagion effects on product attitudes, J CONSUM R, 28(2), 2001, pp. 189-201

Authors: Reynolds, TJ Gengler, C
Citation: Tj. Reynolds et C. Gengler, A strategic framework for assessing advertising: The animatic versus finished issue, UNDERSTANDING CONSUMER DECISION MAKING, 2001, pp. 247-264

Authors: Howard, DJ Kerin, RA Gengler, C
Citation: Dj. Howard et al., The effects of brand name similarity on brand source confusion: Implications for trademark infringement, J PUBL POL, 19(2), 2000, pp. 250-264
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