.g. advertising/promotions), uncontrolled communications (word‐of‐mouth (WOM)/publicity), and brand name, on consumer service brand …. Therefore, these types of advertising should be utilised to communicate realistic service experiences, while brand names should …

far from the current markets damage the brand associations, although the use of advertising focused on the new product can … protect the extended brand image. It shows what kind of advertising is more appropriate for marketing extensions as well as …

with regard to the use of older models, and considers the views of advertising executives in relation to which types of … already well developed in the USA but less so in the UK as to the approach taken towards advertising and older people. In …

expense of media advertising. This study investigates the antecedents and outcomes of brand managers’ advertising and sales … managers in the USA, higher advertising (vs sales promotion) allocations are associated with: single, relatively high priced … influence. Also, brands with higher budget allocations to advertising, relative to sales promotion, tend to have more favorable …

Celebrity endorsement advertising is a prevailing advertising technique. Some marketers choose to utilize multiple … phenomenon. This research discussed advantages and potential concerns of multi‐celebrity endorsement advertising and documented … celebrities is a key factor for using multiple celebrity endorsers in advertising.  …