𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Strong brands and corporate brands

✍ Scribed by Balmer, John M.T.; Kay, Mark J.


Book ID
121698169
Publisher
Emerald Group Publishing Limited
Year
2006
Tongue
English
Weight
107 KB
Volume
40
Category
Article
ISSN
0309-0566

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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