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~person:"Bellman, Steven"
~subject:"Brand extension"
~subject:"Media usage"
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Brand extension
Media usage
Advertising effects
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11
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8
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Bellman, Steven
Wilbur, Kenneth C.
5
Dens, Nathalie
4
Pelsmacker, Patrick de
4
Beal, Virginia
3
Calder, Bobby J.
3
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2
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2
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1
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1
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Journal of business research : JBR
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Journal of consumer marketing
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ECONIS (ZBW)
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How best to advertise low-fit brand extensions : a construal level theory perspective
Saeed, Muhammad Rashid
;
Lee, Richard
;
Lockshin, Lawrence S.
- In:
Journal of consumer marketing
41
(
2024
)
1
,
pp. 94-109
Persistent link: https://www.econbiz.de/10014471245
Saved in:
2
Viewing time as a cross-media metric : comparing viewing time for video advertising on television and online
Bellman, Steven
;
Beal, Virginia
;
Wooley, Brooke
;
Varan, …
- In:
Journal of business research : JBR
120
(
2020
),
pp. 103-113
Persistent link: https://www.econbiz.de/10012417105
Saved in:
3
How coviewing reduces the effectiveness of TV advertising
Bellman, Steven
;
Rossiter, John R.
;
Schweda, Anika
; …
- In:
Journal of marketing communications
18
(
2012
)
5
,
pp. 363-378
Persistent link: https://www.econbiz.de/10009673789
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