Advertising for New and Existing Brands: The Impact of Media Context and Type of Advertisement

Author： Janssens Wim   De Pelsmacker Patrick  

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.11, Iss.2, 2005-06, pp. : 113-128

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

New brands diluting the personality of existing brands

By Choy Minkyung   Kim Jae II  

The Journal of Brand Management, Vol. 20, Iss. 7, 2013-07 ,pp. : 590-607

Palgrave Macmillan Ltd

Access to resources Recommend Favorite

The impact of emotional appeal and the media context on the effectiveness of commercials for not-for-profit and for-profit brands

By Roozen Irene  

Journal of Marketing Communications, Vol. 19, Iss. 3, 2013-07 ,pp. : 198-214

Routledge Ltd

Access to resources Recommend Favorite

Building brands or bolstering egos? A comparative review of the impact and measurement of advertising on brand equity

By Eagle Lynne   Kitchen Philip  

Journal of Marketing Communications, Vol. 6, Iss. 2, 2000-06 ,pp. : 91-106

Routledge Ltd

Access to resources Recommend Favorite

Effects of advertisement format on competitive interference in print advertising

By Leong Siew Meng   Ang Swee Hoon   Heng Franklin  

Journal of Marketing Communications, Vol. 5, Iss. 4, 1999-12 ,pp. : 195-205

Routledge Ltd

Access to resources Recommend Favorite

A study on impact of media advertising on consumption of OTC cough and cold medicines

By Bhangale Vijay  

International Journal of Healthcare Management, Vol. 6, Iss. 2, 2013-06 ,pp. : 136-140

Maney Publishing

Access to resources Recommend Favorite