Can Advertising Have Equity? Exploring the Effects of a Brand’s Past Advertising on Willingness to Attend to Future Ads

Conference paper

EMAC 2012 (Lisbon, 2012-05-22 - 2012-05-25)

2012

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Title: Can Advertising Have Equity? Exploring the Effects of a Brand’s Past Advertising on Willingness to Attend to Future Ads
Creators - without role: Sara Rosengren - Stockholm School of Economics, Department of Marketing and Strategy
Micael Dahlén - Stockholm School of Economics, Department of Marketing and Strategy
Conference: EMAC 2012 (Lisbon, 2012-05-22 - 2012-05-25)
Identifiers: 991001480776806056
Academic Unit: Department of Marketing and Strategy
Language: English
Resource Type: Conference paper