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The effectiveness of publicity versus advertising : a meta-analysis
Eisend, Martin; Küster-Rohde, Franziska - In: Breaking new ground in theory and practice, (pp. 279-293). 2011
Persistent link: https://www.econbiz.de/10009380712
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Effects of celebrity endorsers' attractiveness and expertise on brand recall of transformational and informational products
Langner, Tobias; Eisend, Martin - In: Breaking new ground in theory and practice, (pp. 453-462). 2011
Persistent link: https://www.econbiz.de/10009380990