Associative and dissociative comparative advertising strategies in broadening brand positioning
Robert D. Jewell; Christina Saenger
| Year of publication: |
2014
|
|---|---|
| Authors: | Jewell, Robert D. ; Saenger, Christina |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 7, p. 1559-1566
|
| Subject: | Comparative advertising | Familiar brand | Positioning | Brand attribute | Broadening | Markenführung | Brand management | Vergleichende Werbung | Markenimage | Brand image | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Konferenzbeitrag ; Conference paper ; Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010379270