Informing, transforming, and persuading : disentangling the multiple effects of advertising on brand choice decisions
Nitin Mehta; Xinlei Chen; Om Narasimhan
| Year of publication: |
2008
|
|---|---|
| Authors: | Mehta, Nitin ; Chen, Xinlei ; Narasimhan, Om |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 27.2008, 3, p. 334-355
|
| Subject: | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Werbung | Advertising | Werbewirkung | Advertising effects | Markenführung | Brand management |
| Extent: | 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/10003736518