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Measures of brand attitude: Are cognitive structure approaches really needed?

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  • Gresham, Larry G.
  • Bush, Alan J.
  • Davis, Robert A.

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  • Gresham, Larry G. & Bush, Alan J. & Davis, Robert A., 1984. "Measures of brand attitude: Are cognitive structure approaches really needed?," Journal of Business Research, Elsevier, vol. 12(3), pages 353-361, September.
    • Handle: RePEc:eee:jbrese:v:12:y:1984:i:3:p:353-361
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    Cited by:

    1. Banerjee, Bibek & Chakrabarty Patrali, 2010. "An Eye for an Eye: Impact of Sequelization and Comparison in Advertisements on Consumer’s Perception of Brands," IIMA Working Papers WP2010-08-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Yasir Rashid, Muhammad Zeeshan, 2018. "Customer Attitude towards Online Ads of Smartphone Brands: A Netnographic Analysis of User Generated Comments on YouTube," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 5(2), pages 40-64, October.

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