Comparing direct and indirect branding in advertising
Nicole Hartnett, Jenni Romaniuk, Rachel Kennedy (Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, South Australia, Australia)
| 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 | Werbewirkung | Advertising effects | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Brand image |