Measuring the role of uniqueness and consistency to develop effective advertising
Year of publication: |
2021
|
---|---|
Authors: | Mafael, Alexander ; Raithel, Sascha ; Taylor, Charles Raymond ; Stewart, David W. |
Published in: |
Journal of advertising. - [Abingdon] : Routledge Taylor & Francis Group, ISSN 1557-7805, ZDB-ID 2067343-7. - Vol. 50.2021, 4, p. 494-504
|
Subject: | Consistency | Werbung | Advertising | Markenführung | Brand management |
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