When retailers and manufacturers advertise together : examining the effect of co-operative advertising on ad reach and memorability
Year of publication: |
2020
|
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Authors: | Nguyen, Cathy ; Romaniuk, Jenni ; Cohen, Justin ; Faulkner, Margaret |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 55.2020, p. 1-7
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Subject: | Advertising recall | Brand usage-bias | Co-operative advertising | Dual-branding | Retailer promotions | Werbung | Advertising | Einzelhandel | Retail trade | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Markenführung | Brand management | Verkaufsförderung | Sales promotion |
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