Event-marketing and advertising expenditures : the differential effects on brand value and company revenue
Year of publication: |
December 2018
|
---|---|
Authors: | Liu, Lei ; Zhang, Jin ; Keh, Hean Tat |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 58.2018, 4, p. 464-475
|
Subject: | Werbung | Advertising | Markenimage | Brand image | Markenführung | Brand management | Werbewirkung | Advertising effects |
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