The relevance of irrelevance in brand communication
Year of publication: |
2011
|
---|---|
Authors: | Albrecht, Carmen-Maria ; Neumann, Marcus M. ; Haber, Tobias E. ; Bauer, Hans H. |
Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 28.2011, 1, p. 1-28
|
Subject: | Markenführung | Brand management | Produktdifferenzierung | Product differentiation | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Haarkosmetik | Hair care product | Deutschland | Germany |
-
Modeling the differential effect of brand strength on the sales effect of advertising
Kawahara, Tatsuya, (2022)
-
The colorful company : effects of brand logo colorfulness on consumer judgments
Song, Jiaqi, (2022)
-
Rawal, Nupur, (2024)
- More ...
-
Die Wirkung irrelevanter Attribute in der Markenkommunikation
Bauer, Hans H., (2007)
-
Branding mittels irrelevanter Attribute
Bauer, Hans H., (2008)
-
Abhandlungen - Die Wirkung irrelevanter Attribute in der Markenkommunikation.
Bauer, Hans H., (2007)
- More ...