Advertising non-premium products as if they were premium : The impact of advertising up on advertising elasticity and brand equity
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DOI: 10.1016/j.ijresmar.2018.03.004
Note: View the original document on HAL open archive server: https://hal.science/hal-02312175
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- Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.
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Keywords
Advertising up; Television advertising; Advertising content; Advertising strategy; Advertising elasticity; Brand equity;All these keywords.
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