The Ehrenberg Legacy
这篇综述总结了安德鲁·埃伦伯格在买家行为和品牌感知方面的开创性发现，并阐述了他关于广告主要作为宣传手段的理论，对广告研究领域具有重要影响。
<h3>ABSTRACT</h3> This review outlines the scientific principles that underpinned Andrew Ehrenberg9s working methods, then summarizes his ground-breaking findings in buyer behavior and brand perceptions. It follows on to describe how he applied that knowledge to produce his theory of how advertising works mainly as publicity, now widely if not universally accepted but highly controversial at the time. It concludes with an appreciation of the extraordinary breadth and influence of the body of work, and the inspiration it provides for future scientific study, not least as evidenced in this Special Edition of the <i>Journal of Advertising Research</i>.