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ArticleNew Insights about the FCB Grid

Brian T. Ratchford1987

Article1987

New Insights about the FCB Grid

Brian T. Ratchford

172 citations·0/0 files stored·Journal of Advertising Research

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Marketing and Advertising Strategies Media and Digital Communication Advertising and Communication Studies

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1985Measuring the Involvement Construct 1960The Functional Approach to the Study of Attitudes 1985Measuring Consumer Involvement Profiles 1975The uses of mass communications : current perspectives on gratifications research 1979Reliability: A Review of Psychometric Basics and Recent Marketing Practices 1965The Impact of Television Advertising: Learning Without Involvement

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Details

Year1987

Typearticle

Published1987-08-01

VenueJournal of Advertising Research

ISSN-L0021-8499

Languageen

Citations172

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1080/00218499.1987.12467792

openalex_workW4412433685

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