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Publikováno v:
Advances in Advertising Research ; 6, 379-394. Wiesbaden : Springer Gabler
STARTPAGE=379;ENDPAGE=394;TITLE=Advances in Advertising Research ; 6
Advances in Advertising Research (Vol. VI) ISBN: 9783658105570
Verlegh, P.; Voorveld, H.; Eisend, M. (ed.), Advances in Advertising Research (Vol VI). The Digital, The Classic, The Subtle and The Alternative, pp. 379-394
STARTPAGE=379;ENDPAGE=394;TITLE=Advances in Advertising Research ; 6
Advances in Advertising Research (Vol. VI) ISBN: 9783658105570
Verlegh, P.; Voorveld, H.; Eisend, M. (ed.), Advances in Advertising Research (Vol VI). The Digital, The Classic, The Subtle and The Alternative, pp. 379-394
To keep up with rapidly changing market conditions, revitalizing a brand through an adjustment of brand logos is a natural and necessary element of brand management (Muzellec & Lambkin, 2006; Aaker, 1991; Kapferer, 1998). On average, one in fifty com
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::547cfdf2975f5b1ff65c05907ce66cd2
https://doi.org/10.1007/978-3-658-10558-7_29
https://doi.org/10.1007/978-3-658-10558-7_29
Autor:
Grinsven, B. van, Das, E.
Publikováno v:
Journal of Marketing Communications, 1-15
STARTPAGE=1;ENDPAGE=15;ISSN=1352-7266;TITLE=Journal of Marketing Communications
Journal of Marketing Communications, pp. 1-15
STARTPAGE=1;ENDPAGE=15;ISSN=1352-7266;TITLE=Journal of Marketing Communications
Journal of Marketing Communications, pp. 1-15
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Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::f017337e52b51b39cf0481794391f332
http://hdl.handle.net/2066/124095
http://hdl.handle.net/2066/124095