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| Tekijä: | Miller, S. Berry, L. |
| Otsikko: | Brand salience versus brand image: Two theories of advertising effectiveness |
| Lehti: | Journal of Advertising Research
1998 : SEP/OCT, VOL. 38:5, p. 77-82 |
| Asiasana: | Statistical methods Market share Brands Advertising Effectiveness USA |
| Vapaa asiasana: | Brand image |
| Kieli: | eng |
| Tiivistelmä: | How does advertising work ? The dominant belief of most advertisers and academics over the past several decades has been that advertising primarily works by changing consumer attitudes toward a brand. An analysis of an 11-year tracking-study in an established service category challenges this assumption. The key finding is that advertising primarily influences market share by increasing brand salience. Advertising had limited impact on brand image. |
SCIMA