You searched for: "*"

The results has been filter on Tags containing Brand Maintenance.
ANA has found 1 results for you, in 142 ms.
Didn’t find what you were looking for? Try the Advanced Search!

Research papers

Advertising for brand maintenance

In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard
September 1, 1994
×

Citation

Ehrenberg and Barnard (1994a, September 01). Advertising for brand maintenance. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/advertising-for-brand-maintenance