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Leveraged brand evaluations in branded entertainment : effects of alliance exclusivity and presentation style

Bang, Hye Jin; Choi, Dongwon; Baek, Tae Hyun; Oh, Sang Do; … - In: International journal of advertising : the review of … 39 (2020) 4, pp. 466-485

Persistent link: https://www.econbiz.de/10012260229

Communicating with customers

Spinosa, Charles; Le Brocquy, David; Calder, Bobby J. - In: Kellogg on advertising & media : the Kellogg School of …, (pp. 226-253). 2008

Persistent link: https://www.econbiz.de/10003755924

"Look after your smoothie" : new trends in British and German drink packaging texts? ; a contrastive study on communication strategies in differing markets

Janik, Christina; Böttger, Claudia - In: Sprache, Kultur und Zielgruppen : Bedingungsgrößen …, (pp. 139-156). 2007

Persistent link: https://www.econbiz.de/10003595919

Advertising and price effectiveness over the business cycle

Gijsenberg, Maarten J.; Heerde, Harald J. van; Dekimpe, … - 2009

Persistent link: https://www.econbiz.de/10009485877

The influence of green advertising during a corporate disaster

Bodkin, Charles D.; Amato, Louis; Amato, Christie H. - In: Corporate communications : an international journal 20 (2015) 3, pp. 256-275

Persistent link: https://www.econbiz.de/10011401363

Advertising and Price Effectiveness over the Business Cycle

Gijsenberg, Maarten J. - 2012

In this study, the authors conduct a systematic investigation on the evolution in the effectiveness of two important marketing mix instruments, advertising and price, over the business cycle. Analyses are based on 163 branded products in 37 mature CPG categories in the UK, and this for a period...

Persistent link: https://www.econbiz.de/10013116504