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Means-end based advertising research: Copy testing is not strategy assessment

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  • Reynolds, Thomas J.
  • Rochon, John P.

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  • Reynolds, Thomas J. & Rochon, John P., 1991. "Means-end based advertising research: Copy testing is not strategy assessment," Journal of Business Research, Elsevier, vol. 22(2), pages 131-142, March.
    • Handle: RePEc:eee:jbrese:v:22:y:1991:i:2:p:131-142
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    Cited by:

    1. Daniel Eberhard, 2017. "Translating means-end research into advertising strategy using the meccas model," Economia agro-alimentare, FrancoAngeli Editore, vol. 19(3), pages 333-356.
    2. Botschen, Gunther & Hemetsberger, Andrea, 1998. "Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization," Journal of Business Research, Elsevier, vol. 42(2), pages 151-159, June.

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