Strategic consistent messages in cross-tool campaigns : effects on brand image and brand attitude
Year of publication: |
2012
|
---|---|
Authors: | Navarro-Bailón, María Ángeles |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 18.2012, 3, p. 189-202
|
Subject: | Markenimage | Brand image | Werbewirkung | Advertising effects | Mediamix-Strategie | Media mix | Beziehungsmarketing | Relationship marketing |
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