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Toward a reconciliation of market power and information theories of advertising effects on price elasticity
Mitra, Anusree - In: Journal of consumer research : JCR ; an … 21 (1995) 4, pp. 644-659
Persistent link: https://www.econbiz.de/10001178628
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Does DTC advertising provide information or create market power? Evidence from the US and New Zealand
Taylor, Charles Raymond; Capella, Michael L.; Kozup, John C. - In: Cross-cultural buyer behavior, (pp. 9-30). 2007
Persistent link: https://www.econbiz.de/10003478095
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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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Creating powerful brands in consumer, service, and industrial markets
De Chernatony, Leslie; McDonald, Malcolm - 2000 - 2nd ed., repr
Persistent link: https://www.econbiz.de/10000675294
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Creating powerful brands in consumer, service and industrial markets
De Chernatony, Leslie; McDonald, Malcolm - 2003 - 3rd ed
Persistent link: https://www.econbiz.de/10011479597
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Branded entertainment : product placement & brand strategy in the entertainment business
Lehu, Jean-Marc - 2009 - 1st paperback ed.
Persistent link: https://www.econbiz.de/10003754068
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Plattform des Involvements : das Fallbeispiel "American Apparel"
Blauhorn, Dina; Both, Julia; Möbius, Cathleen; … - In: Swarm Branding : Markenführung im Zeitalter von Web 2.0, (pp. 97-110). 2009
Persistent link: https://www.econbiz.de/10003864121
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Was big beautiful? : the rise of national breweries in America's pre-prohibition brewing industry
Stack, Martin - In: Journal of macromarketing : examining the interactions … 30 (2010) 1, pp. 50-60
Persistent link: https://www.econbiz.de/10003955672
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Convergence marketing : combining brand and direct marketing for unprecedented profits
Rosen, Richard G. - 2009
Persistent link: https://www.econbiz.de/10003702069