Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Year of publication: |
September 2018
|
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Authors: | Guitart, Ivan A. ; González, Jorge ; Stremersch, Stefan |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 35.2018, 3, p. 471-489
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Subject: | Advertising up | Television advertising | Advertising content | Advertising strategy | Advertising elasticity | Brand equity | Werbung | Advertising | Fernsehwerbung | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
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