The impact of brand differentiating messages on the effectiveness of Korean advertising.

Many U.S. advertisers have long stressed the need to use the advertising message to differentiate a brand from its major competitors. This conventional wisdom has been supported empirically by Stewart and Furse's (1986) study of more than 1,000 television commercials, which found a positive relation...

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Bibliographic Details
Main Authors: Taylor, Charles., Wilson, R Dale., Miracle, Gordon.
Format: Villanova Faculty Authorship
Language:English
Published: 1994
Online Access:http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178923