Rival-benefiting effect of advertising : experimental extension and empirical investigation
Tae Ho Song, Sang Yong Kim, Ho Kim and Jin Won Lee
| Year of publication: |
2019
|
|---|---|
| Authors: | Song, Tae Ho ; Kim, Sang Yong ; Kim, Ho ; Lee, Jin Won |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 4, p. 603-627
|
| Subject: | advertising effect | brand status | Rival-benefiting effect of advertising | spillover | Werbewirkung | Advertising effects | Werbung | Advertising | Experiment | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1612622 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200300