Showing 1 - 10 of 129
Persistent link: https://www.econbiz.de/10014233831
Persistent link: https://www.econbiz.de/10011337510
Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that...
Persistent link: https://www.econbiz.de/10013031047
Persistent link: https://www.econbiz.de/10011634075
This paper provides a non-technical overview of the results of a population sample of German citizens in 2011. It provides utility based assessments of a wide range of social, economic and political issues both local and global utilizing a best-worst, maximum difference, approach to determining...
Persistent link: https://www.econbiz.de/10014161509
Persistent link: https://www.econbiz.de/10011616011
Persistent link: https://www.econbiz.de/10011535153
Persistent link: https://www.econbiz.de/10011675165
Persistent link: https://www.econbiz.de/10011758051
Persistent link: https://www.econbiz.de/10011490805