Comparisons of media types and congruence in positioning of service brands
Year of publication: |
2014
|
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Authors: | Blankson, Charles ; Kalafatis, Stavros P. ; Coffie, Stanley ; Tsogas, Markos H. |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 23.2014, 3, p. 162-179
|
Subject: | Advertising | Qualitative research | Financial services | Media | Positioning | Quantitative methods | Brand communication | Markenführung | Brand management | Werbewirkung | Advertising effects | Finanzdienstleistung | Werbung | Mediensektor | Media industries | Qualitative Methode | Qualitative method | Markenimage | Brand image | Online-Marketing | Internet marketing |
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