On branding in the Western world with figurative content factors : a case of established versus non-established brands
Year of publication: |
2014
|
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Authors: | Shi, Lei |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 20.2014, 3, p. 358-371
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Subject: | figurative | content factor | slogans | advertisement liking | lines of verse | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenartikel | Brand |
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