Joint advertising and brand congruity : effects on memory and attitudes
Sang Yeal Lee and Fuyuan Shen
| Year of publication: |
2009
|
|---|---|
| Authors: | Lee, Sang Yeal ; Shen, Fuyuan |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 15.2009, 4, p. 484-498
|
| Subject: | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| 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/10003928842