When retailers and manufacturers advertise together : examining the effect of co-operative advertising on ad reach and memorability
Cathy Nguyen, Jenni Romaniuk, Justin Cohen, Margaret Faulkner
| Year of publication: |
2020
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|---|---|
| Authors: | Nguyen, Cathy ; Romaniuk, Jenni ; Cohen, Justin ; Faulkner, Margaret |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 55.2020, p. 1-7
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| Subject: | Advertising recall | Brand usage-bias | Co-operative advertising | Dual-branding | Retailer promotions | Werbung | Advertising | Werbewirkung | Advertising effects | Einzelhandel | Retail trade | Markenführung | Brand management | Markenartikel | Brand | Verkaufsförderung | Sales promotion | Genossenschaft | Cooperative | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2020.102080 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012268987