Výsledky vyhledávání - "stopping advertising"

When brands go dark: a replication and extension examining market share of brands that stop advertising for a year or longer

Autor: Peilin Phua, Nicole Hartnett, Virginia Beal, Giang Trinh, Rachel Kennedy

The value of mass media advertising can be demonstrated by quantifying what happens when it is removed. The current study does this, extending the work of Hartnett, Gelzinis, Beal, et al. (2021) by documenting changes in market share for 365 U.S. bra

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8e4dad9d9e4d3020cf0e7b19b5b0ec39
https://hdl.handle.net/11541.2/34562

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Out of sight... what happens to brand share, penetration, and loyalty when advertising stops

Autor: Phua, Peilin, University of South Australia. UniSA Business.

Thesis (PhD(Marketing and related studies)--University of South Australia, 2022. Includes bibliographical references (pages 219-233 ) This thesis provides evidence on the value of advertising by extensively quantifying the impact of its absence. It e

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=od______1231::0dabd0c535ec57b8f34b5650b083a7f4
https://hdl.handle.net/11541.2/29623

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