Advertising and brand attitudes : evidence from 575 brands over five years
Year of publication: |
2019
|
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Authors: | Du, Rex Yuxing ; Joo, Mingyu ; Wilbur, Kenneth C. |
Published in: |
Quantitative marketing and economics : QME. - Dordrecht [u.a.] : Springer Science + Business Media, ISSN 1570-7156, ZDB-ID 2114104-6. - Vol. 17.2019, 3, p. 257-323
|
Subject: | Advertising | Brand attitude | Brand tracking metrics | Media mix models | Markenführung | Brand management | Werbewirkung | Advertising effects | Werbung | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Fernsehwerbung | Television advertising |
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