The authors present an empirical study that compares advertising for a weak brand and advertising for a strong brand. The results indicate that brand attitude and purchase intention for the weak brand are higher when subjects cannot recall the ad. The opposite is found for the strong brand. Comparis
New financial markets: who gains and who loses
β Scribed by Paul Willen
- Publisher
- Springer
- Year
- 2005
- Tongue
- English
- Weight
- 236 KB
- Volume
- 26
- Category
- Article
- ISSN
- 0938-2259
No coin nor oath required. For personal study only.
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