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Effect of sexual illustrations on brand - products recall
(1979-08-27)
Following trends in the western world, Indian marketers
have. of late. resorted to using sex appeal in advertisements.
This study was conducted to test a few hypotheses
relating to brand recall by broadening the concept
of ...
Predicting new product success: role of product category related perceptual variables
(1979-04-30)
This paper is concerned with the decision-making processes
of consumers when faced with a new brand situation
in a familiar product category. It relates intention
to buy a new brand with a number of different ...