Associative and dissociative comparative advertising strategies in broadening brand positioning
Year of publication: |
2014
|
---|---|
Authors: | Jewell, Robert D. ; Saenger, Christina |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 67.2014, 7, p. 1559-1566
|
Publisher: |
Elsevier |
Subject: | Comparative advertising | Familiar brand | Positioning | Brand attribute | Broadening |
-
Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D., (2014)
-
Managing employer brand attributes to attract potential future leaders
Bonaiuto, Marino, (2013)
-
Brand attributes, corporate brand image and customer loyalty of Islamic banks in Malaysia
Ab Hamid, Siti Ngayesah, (2023)
- More ...
-
Saenger, Christina, (2017)
-
Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D., (2014)
-
Compensatory word of mouth as symbolic self-completion
Saenger, Christina, (2020)
- More ...