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Do stereotypes ignite polysemy and strengthen consumer-based brand equity?
Arora, Anshu; Wu, Jun; Brown, Ulysses J., III. - In: Journal of promotion management : JPM 21 (2015) 5, pp. 531-547
Persistent link: https://www.econbiz.de/10011433540
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Exploring advertising equity : how a brand's past advertising may affect consumer willingness to approach its future ads
Rosengren, Sara; Dahlén, Micael - In: Journal of advertising : official publication of the … 44 (2015) 1, pp. 1-13
Persistent link: https://www.econbiz.de/10010503344
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Role of advertising and promotion in brand equity creation
Nikabadi, Mohsen Shafiei; Safui, Morteza Akbarzadeh; … - In: Journal of promotion management : JPM 21 (2015) 1, pp. 13-32
Persistent link: https://www.econbiz.de/10011304633
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Die wunderbare Welt des Brandholder Value
Mohn, Michael - 2008 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003737572