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Global advertising strategy : the moderating role of brand familiarity and executive style
Pae, Jae H.; Samiee, Saeed; Tai, Susan - 2008
Persistent link: https://www.econbiz.de/10003656134
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The impact of market structure and advertising on brand princing in processed food products
Wills, Robert Louis - 1983
Persistent link: https://www.econbiz.de/10003022368
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Advertising and integrated brand promotion
O'Guinn, Thomas C.; Allen, Chris T.; Semenik, Richard J. - 2003 - 3. ed.
Persistent link: https://www.econbiz.de/10001639718
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Brands : visions and values
Goodchild, John (contributor) - 2001
Persistent link: https://www.econbiz.de/10001548858
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Diplomatic relations and tourism advertising effectiveness : U.S. travel interest to Cuba
Fullerton, Jami A.; Kendrick, Alice; Broyles, Sheri J. - In: Journal of marketing communications 25 (2019) 3, pp. 328-342
Persistent link: https://www.econbiz.de/10012203304
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Brand advertising in an access-ownership world : how marketing channels impact message persuasiveness
Harding, Lora Mitchell; Schenkel, Mark T. - In: Journal of marketing channels : ... distribution … 24 (2017) 1/2, pp. 51-72
Persistent link: https://www.econbiz.de/10011749105
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Brand meaning and its creation in a cross-cultural context
First, Ivana - 2009
Persistent link: https://www.econbiz.de/10003889161
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Marken als Sinnstifter : identitätsbasierte Markenführung als Antwort auf den Wandel
Abbate, Sandro - 2014
Persistent link: https://www.econbiz.de/10010373913
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Communicating brand personality : research, challenges, and opportunities
Vinyals-Mirabent, Sara; Koch, Thomas - In: Innovation in advertising and branding communication, (pp. 27-47). 2021
Persistent link: https://www.econbiz.de/10012391580