What is the best communication strategy (integration vs. reception) to persuade consumers? : an analysis across levels of brand familiarity
María Ángeles Navarro-Bailón
| Year of publication: |
2011
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|---|---|
| Authors: | Navarro-Bailón, María Ángeles |
| Published in: |
Breaking new ground in theory and practice. - Wiesbaden : Gabler, ISBN 978-3-8349-3134-4. - 2011, p. 327-342
|
| Subject: | Marketingmanagement | Marketing management | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Experiment | Spanien | Spain |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009381007