Article | Journal of Marketing Research (JMR) | February 1994

A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness

by Rohit Deshpandé and D. M. Stayman

Keywords: Advertising;

Citation:

Deshpandé, Rohit, and D. M. Stayman. "A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness." Journal of Marketing Research (JMR) 31 (February 1994): 57–64.