Moderating role of brand familiarity in cross-media effects : an information processing perspective
Guanxiong Huang
| Year of publication: |
July-December 2016
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|---|---|
| Authors: | Huang, Guanxiong |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 22.2016, 5, p. 665-683
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| Subject: | brand familiarity | cross-media advertising | media synergy | multiple source | Markenführung | Brand management | Werbewirkung | Advertising effects | Mediamix-Strategie | Media mix | Markenartikel | Brand | Marketingmanagement | Marketing management | Markenimage | Brand image | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Synergie | Synergy | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2016.1154922 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011631927