Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions : A Multi-Experiment Analysis
Year of publication: |
[2008]
|
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Authors: | Rajagopal, Dr |
Publisher: |
[2008]: [S.l.] : SSRN |
Subject: | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Werbewirkung | Advertising effects | Markentransfer | Brand extension | Werbepsychologie | Psychology of advertising | Markenartikel | Brand | Kundenwert | Customer value |
Extent: | 1 Online-Ressource (59 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments January 2006 erstellt |
Other identifiers: | 10.2139/ssrn.878346 [DOI] |
Classification: | D12 - Consumer Economics: Empirical Analysis ; M31 - Marketing ; M37 - Advertising |
Source: | ECONIS - Online Catalogue of the ZBW |
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