Advertising and brand attitudes: Evidence from 575 brands over five years
Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital)....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer New York LLC
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |