Consumer involvement: The key to brand recall

Authors

Avinandan Mukherjee, Indian Institute of Management Ahmedabad
Anirban Ghosh, Indian Institute of Management Ahmedabad

Document Type

Article

Recommended Citation

Mukherjee, Avinandan and Ghosh, Anirban (1996) "Consumer involvement: The key to brand recall," IIMB Management Review: Vol. 8: Iss. 2, Article 12.
Available at: https://research.iimb.ac.in/imr/vol8/iss2/12

Publication Date

6-1-1996

First Page

15

Last Page

22