ABSTRACT 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.
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Raymond Pettit (2005) studied this question.