RT Journal Article
SR Electronic
T1 A Critical Review of “Managing Brand Experience: The Market Contact”™
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 17
OP 18
DO 10.1017/S0021849905050130
VO 45
IS 1
A1 Raymond Pettit
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/1/17.abstract
AB This paper is a critique of the article ‘Managing Brand Experience: The Marketing Contact Audit’ by Amitava Chattopadhyay and Jean-Louis Laborie, which appears in the same issue of JAR (March 2005, Vol. 45,1). Overall, Petitt praises the article, but poses 11 comments and questions that he believes would shed further light on the efficacy and usefulness of the Market Contact Audit research tool it describes.