Measuring the impact of branded alcohol advertising and price on brand versus segment consumption
Marlize Terblanche-Smit; Ronel du Preez; Tiaan van der Spuy
| Year of publication: |
2014
|
|---|---|
| Authors: | Terblanche-Smit, Marlize ; Du Preez, Ronel ; Van der Spuy, Tiaan |
| Published in: |
International business and economics research journal. - Littleton, Colo., ISSN 1535-0754, ZDB-ID 2143670-8. - Vol. 13.2014, 6, p. 1515-1523
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| Subject: | Alcohol Marketing | Alcohol Advertising | Alcohol Consumption | Consumer Behavior | Konsumentenverhalten | Consumer behaviour | Alkoholkonsum | Alcohol consumption | Alkoholisches Getränk | Alcoholic beverage | Werbung | Advertising | Werbewirkung | Advertising effects | Markenartikel | Brand | Preiselastizität | Price elasticity | Alkoholpolitik | Alcohol policy | Markenimage | Brand image | Alkohol | Alcohol | Markenführung | Brand management | Preis | Price |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011281037