How expansion advertising affects brand usage frequency : a programmatic evaluation
Brian Wansink and Michael L. Ray
| Year of publication: |
1993
|
|---|---|
| Authors: | Wansink, Brian ; Ray, Michael L. |
| Publisher: |
Cambridge, Mass. |
| Subject: | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Brand image |
| Extent: | 66 S. : graph. Darst |
|---|---|
| Series: | Report / Marketing Science Institute. - Cambridge, Mass. : MSI, ZDB-ID 1178648-6. Report / Marketing Science Institute / Marketing Science Institute ; 93,126 : Working paper |
| Type of publication: | Book / Working Paper |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10000883454