Title
Remembering the brand and the message: the moderating influence of advertising strategy, branding strategy, and product involvement on brand and USP recall Remembering the brand and the message: the moderating influence of advertising strategy, branding strategy, and product involvement on brand and USP recall
Author
Faculty/Department
Faculty of Applied Economics
Publication type
bookPart
Publication
Antwerpen :Garant, [*]
Subject
Economics
Source (book)
Research in advertising: message, medium and context / Pelsmacker, de, P. [edit.]; e.a.
ISBN - Hoofdstuk
978-90-441-2387-6
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Handle