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Are brands wasting money on sport sponsorships? : a new look at brand personality, brand equity, and official sponsorship effects
Wakefield, Lane; Wakefield, Kirk; Keller, Kevin Lane; … - In: Journal of advertising research 61 (2021) 2, pp. 192-211
Persistent link: https://www.econbiz.de/10012643007
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Brand Equity Implications of Joint Branding Programs
Lebar, Ed; Buehler, Phil; Keller, Kevin Lane; Sawicka, … - In: Journal of advertising research 45 (2005) 4, pp. 413-426
Persistent link: https://www.econbiz.de/10006499565
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Responses to advertising a new car
Lehmann, Donald R. - In: Journal of advertising research 17 (1977) 4, pp. 23-27
Persistent link: https://www.econbiz.de/10002365272
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When Does Advertising Have an Impact? A Study of Tracking Data
Batra, Rajeev; Lehmann, Donald R.; Burke, Joanne; Pae, Jae - In: Journal of advertising research 35 (1995) 5, pp. 19-32
Persistent link: https://www.econbiz.de/10006532234