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~subject:"Brand management"
~subject:"Konsumgüterindustrie"
~type_genre:"Aufsatz in Zeitschrift"
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Brand management
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ECONIS (ZBW)
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Modeling the differential effect of brand strength on the sales effect of advertising
Kawahara, Tatsuya
- In:
Journal of marketing theory and practice : JMTP
30
(
2022
)
3
,
pp. 342-360
Persistent link: https://www.econbiz.de/10013358781
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2
The relevance of irrelevance in brand communication
Albrecht, Carmen-Maria
;
Neumann, Marcus M.
;
Haber, Tobias E.
- In:
Psychology & marketing
28
(
2011
)
1
,
pp. 1-28
Persistent link: https://www.econbiz.de/10008857026
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3
Discovering how brands grow
Corkindale, David
- In:
The marketing review
11
(
2011
)
4
,
pp. 337-345
Persistent link: https://www.econbiz.de/10009428160
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4
Brand salience for fast-moving consumer goods : an empirically based model
Vieceli, Julian
;
Shaw, Robin N.
- In:
Journal of marketing management : MM
26
(
2010
)
13/14
,
pp. 1218-1238
Persistent link: https://www.econbiz.de/10008810714
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