Are two brands better than one? : investigating the effects of co-branding in advertising on audience memory
Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Justin Cohen
| Year of publication: |
March 2018
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|---|---|
| Authors: | Nguyen, Cathy ; Romaniuk, Jenni ; Faulkner, Margaret ; Cohen, Justin |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 29.2018, 1, p. 37-48
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| Subject: | Co-branding | Advertising and brand recall | Competitive interference | Markenführung | Brand management | Werbewirkung | Advertising effects | Werbung | Advertising | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Marketingkooperation | Marketing cooperation |
| Description of contents: | Description [link.springer.com] |