Comparing direct and indirect branding in advertising
Year of publication: |
February 2016
|
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Authors: | Hartnett, Nicole ; Romaniuk, Jenni ; Kennedy, Rachel |
Published in: |
Australasian marketing journal. - Oxford [u.a.] : Elsevier, ISSN 1320-1646, ZDB-ID 2194257-2. - Vol. 24.2016, 1, p. 20-28
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Subject: | Brand name | Brand elements | Advertising effectiveness | Brand recall | Advertising likeability | Experiment | Markenführung | Brand management | Markenartikel | Brand | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Brand image | Online-Marketing | Internet marketing |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Notes: | Zusammenfassung in chinesischer Sprache |
Other identifiers: | 10.1016/j.ausmj.2015.12.002 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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