How brand innovativeness creates advertising flexibility
Michael J. Barone; Robert D. Jewell
| Year of publication: |
2014
|
|---|---|
| Authors: | Barone, Michael J. ; Jewell, Robert D. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 42.2014, 3, p. 309-321
|
| Subject: | Advertising flexibility | Brand innovativeness | Advertising context | Advertising content | Werbung | Advertising | Markenführung | Brand management | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Innovation | Markenartikel | Brand |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010363995