Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
Keywords:
Advertising up
Television advertising
Advertising content
Advertising strategy
Advertising elasticity
Brand equity
Editorial note:
This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
Citation:
Guitart, I.A. (Ivan A.); Gonzalez, J. (Jorge); Stremersch, S. (Stefan). "Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity". International journal of research in marketing. 35 (2018), 2018-04-03, 471 - 489
Statistics and impact
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