On branding in the Western world with figurative content factors : a case of established versus non-established brands
Lei Shi
| Year of publication: |
2014
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|---|---|
| Authors: | Shi, Lei |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 20.2014, 3, p. 358-371
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| Subject: | figurative | content factor | slogans | advertisement liking | lines of verse | Markenführung | Brand management | Markenartikel | Brand | Werbewirkung | Advertising effects |
| 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/10010399899