An econometric analysis of the effects of generic advertising on the demand for tea in the U.K.

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European Journal of Marketing, Vol. 3, Iss. 4, 1969-12 ,pp. : 202-217

Emerald Group Publishing Ltd

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Enlarging the Pie vs. Increasing One's Slice: An Analysis of the Relationship Between Generic and Brand Advertising

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Marketing Letters, Vol. 11, Iss. 1, 2000-02 ,pp. : 37-48

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The role of advertising in brand image development

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The effect of advertising on sales and brand shares

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