Market response to the legitimation of a brand appeal
By: [by] David B. Montgomery and J. Scott Armstrong.
Contributors: Armstrong, Jon Scott, 1937-
Series: M.I.T. Alfred P. Sloan School of Management. Working paper -- no. 391-69; Working paper (Sloan School of Management) -- 391-69.
Publisher: M.I.T.
Published: 1969
Place of publication: Cambridge
Language: eng
Number of pages: 20
Subjects: Endorsements in advertising.