Investigating the impact of television advertising and eWOM on brand equity creation
Alternative title: | Istraživanje utjecaja televizijskog oglašavanja i eWOM-a na stvaranje tržišne vrijednosti marke |
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Year of publication: |
2022
|
Authors: | Ruzzier, Maja Konečnik ; Petek, Nusa |
Published in: |
Market : review for marketing theory and practice. - Zagreb : Školska Knjiga, ISSN 0353-4790, ZDB-ID 1196573-3. - Vol. 34.2022, 2, p. 127-143
|
Subject: | marketing communication | television advertising | eWOM | consumer-based equity (CBBE) | Fernsehwerbung | Television advertising | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Markenimage | Brand image | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Notes: | Zusammenfassung in kroatischer Sprache |
Other identifiers: | 10.22598/mt/2022.34.2.127 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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