Leveraged marketing communications : a framework for explaining the effects of secondary brand assoctions
Lars Bergkvist, Charles R. Taylor
| Year of publication: |
December 2016
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|---|---|
| Authors: | Bergvist, Lars ; Taylor, Charles Raymond |
| Published in: |
AMS review : official publication of the Academy of Marketing Science. - New York : Springer, ISSN 1869-814X, ZDB-ID 2651955-0. - Vol. 6.2016, 3/4, p. 157-175
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| Subject: | Sponsorships | Celebrity endorsements | Cobranding | Product placements | Cause-related marketing | Advertising | Marketing communications | Product Placement | Product placement | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Werbung | Celebrity-Werbung | Celebrity endorsement | Markenführung | Brand management | Sponsoring | Sponsorship | Cause-Related Marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s13162-016-0081-4 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011627993