LEE, Janghyuk; BRILEY, Donnel A. - HEC Paris (École des Hautes Études Commerciales) - 2005
effectiveness measures including aided brand awareness, message recall, brand opinion (favorability), and purchase intent, only … message recall shows substantial differences between control and exposures groups. Two patterns of repeating exposure effect … on message recall are found: the one in monotonically increasing with a decreasing rate and the other in a quadratic form …