haku: @journal_id 794 / yhteensä: 218
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| Tekijä: | Sheinin, D. Biehal, G. |
| Otsikko: | Corporate advertising pass-through onto the brand: some experimental evidence |
| Lehti: | Marketing Letters
1999 : FEB, VOL. 10:1, p. 63-73 |
| Asiasana: | BRANDS ADVERTISING MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | While researchers and managers have speculated that corporate advertising can have an impact on brand knowledge, to date there is no empirical support for such "pass-through". The authors report on a laboratory study manipulating the presence or absence in a brand ad of retrieval cues for subjects' corporate advertising and their pre-existing brand knowledge. The authors found evidence of pass-through, but it was moderated by the retrieval of subjects' pre-existing brand knowledge. |
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