| Author: | Broadbent S. |
| Title: | Competition winner. What do advertisements really do for brands? |
| Journal: | International Journal of advertising
2000 : VOL. 19:2, p. 147-165 |
| Index terms: | Competition Advertising research Brands Advertising campaigns Consumer behaviour |
| Language: | eng |
| Abstract: | The effects of advertisements must be seen in behaviour before we discuss how individuals are affected. Case history analysis is needed. "Branding" or "equity" - the shopper's construction from experience and beliefs about a brand - can be described and sometimes measured. |
SCIMA