Does an expanded brand user base of co-branded advertising help ad-memorability?
Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner and Justin Cohen
| Year of publication: |
July 2018
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|---|---|
| Authors: | Nguyen, Cathy ; Romaniuk, Jenni ; Faulkner, Margaret ; Cohen, Justin |
| Published in: |
International journal of market research : JMRS ; the journal of the Market Research Society. - London : Sage, ISSN 1470-7853, ZDB-ID 2006314-3. - Vol. 60.2018, 4, p. 366-379
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| Subject: | advertising effectiveness | brand usage | cause-related marketing | co-branding | dual-branding | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Cause-related marketing | Werbung | Advertising | Marketingkooperation | Marketing cooperation | Markenartikel | Brand | Marketingmanagement | Marketing management | Markenimage | Brand image |