Are two brands better than one? : investigating the effects of co-branding in advertising on audience memory
Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Justin Cohen
| Year of publication: |
March 2018
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| Authors: | Nguyen, Cathy ; Romaniuk, Jenni ; Faulkner, Margaret ; Cohen, Justin |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 29.2018, 1, p. 37-48
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| Subject: | Co-branding | Advertising and brand recall | Competitive interference | Markenführung | Brand management | Werbung | Advertising | Werbewirkung | Advertising effects | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| Description of contents: | Description [link.springer.com] |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Corrigendum enthalten in: Volume 30, Number 2, June 2019, Seite 219 |
| Other identifiers: | 10.1007/s11002-017-9444-3 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011820291