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How advertising expenditures affect consumers' perceptions of quality : a psychology-based assessment of brand-, category-, and country-level moderators
Rajavi, Koushyar; Lehmann, Donald R.; Keller, Kevin Lane; … - In: Journal of advertising research 62 (2022) 4, pp. 321-335
Persistent link: https://www.econbiz.de/10013531983
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Are brands wasting money on sport sponsorships? : a new look at brand personality, brand equity, and official sponsorship effects
Wakefield, Lane; Wakefield, Kirk; Keller, Kevin Lane; … - In: Journal of advertising research 61 (2021) 2, pp. 192-211
Persistent link: https://www.econbiz.de/10012643007
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Brand Equity Implications of Joint Branding Programs
Lebar, Ed; Buehler, Phil; Keller, Kevin Lane; Sawicka, … - In: Journal of advertising research 45 (2005) 4, pp. 413-426
Persistent link: https://www.econbiz.de/10006499565