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~type_genre:"Article in journal"
~type_genre:"Mehrbändiges Werk"
~isPartOf:"Journal of advertising research"
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When brands go dark : a replication and extension : examining market share of brands that stop advertising for a year or longer
Phua, Peilin
;
Hartnett, Nicole
;
Beal, Virginia
;
Trinh, Giang
- In:
Journal of advertising research
63
(
2023
)
2
,
pp. 172-184
Persistent link: https://www.econbiz.de/10014317782
Saved in:
2
The impact of advertising on market share : controlling for clutter, familiarity, and goodwill decay
De Canha, Nicholas
;
Ewing, Michael
;
Tamaddoni, Ali
- In:
Journal of advertising research
60
(
2020
)
1
,
pp. 87-103
Persistent link: https://www.econbiz.de/10012293499
Saved in:
3
New brand extensions : patterns of success and failure
Singh, Jaywant
;
Scriven, John
;
Clemente, Maria
;
Lomax, Wendy
- In:
Journal of advertising research
52
(
2012
)
2
,
pp. 234-242
Persistent link: https://www.econbiz.de/10009618392
Saved in:
4
Cutting edges : listening-led marketing science, media strategies, and organizations
Rappaport, Stephen D.
- In:
Journal of advertising research
50
(
2010
)
3
,
pp. 305-315
Persistent link: https://www.econbiz.de/10008697035
Saved in:
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