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Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken: eine empirische Untersuchung

Esch, F.-R., Brunner, C., Gawlowski, D. and Goertz, S. (2010) Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken: eine empirische Untersuchung. Transfer: Werbeforschung & Praxis, 2. pp. 6-30. ISSN 1436-789X

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Item Type:Article
Refereed:Yes
Divisions:Faculty of Life Sciences > School of Agriculture, Policy and Development > Economic and Social Sciences Division > Food Economics and Marketing (FEM)
ID Code:33203
Uncontrolled Keywords:Portfolio-Advertising, Brand Architectures, Corporate Brand, Impression Management
Additional Information:"Impact of portfolio advertising on the attitude toward the corporate brand and its image: an empirical investigation"
Publisher:New Business Verlag GmbH & Co. KG

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