Strategic consistent messages in cross-tool campaigns : effects on brand image and brand attitude
María Ángeles Navarro-Bailón
| 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 |
| Extent: | Ill. |
|---|---|
| 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/10009577762