Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising

Alexander Mafael; Sascha Raithel; Charles R. Taylor; David W. Stewart

doi:10.1080/00913367.2021.1883488

Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising

Alexander Mafael, Sascha Raithel, Charles R. Taylor, David W. Stewart

Marketing and Business Law

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	494-504
Number of pages	11
Journal	Journal of Advertising
Volume	50
Issue number	4
DOIs	https://doi.org/10.1080/00913367.2021.1883488
State	Published - 2021

ASJC Scopus Subject Areas

Business and International Management
Communication
Marketing

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10.1080/00913367.2021.1883488

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title = "Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising",

author = "Alexander Mafael and Sascha Raithel and Taylor, {Charles R.} and Stewart, {David W.}",

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year = "2021",

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AU - Stewart, David W.

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M3 - Article

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SP - 494

EP - 504

JO - Journal of Advertising

JF - Journal of Advertising

IS - 4

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Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising

ASJC Scopus Subject Areas

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