Creative or effective advertising? Comparing the effects of brand building and sales driven advertising on brand equity

Conference paper

EMAC 2010 (Copenhagen, 2010-06-01 - 2010-06-04)

2010

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Title: Creative or effective advertising? Comparing the effects of brand building and sales driven advertising on brand equity
Creators - without role: Erik Modig - Stockholm School of Economics, Department of Marketing and Strategy
Jonas Colliander - Stockholm School of Economics, Department of Marketing and Strategy
Susanna Erlandsson - Stockholm School of Economics
Conference: EMAC 2010 (Copenhagen, 2010-06-01 - 2010-06-04)
Identifiers: 991001480257806056
Academic Unit: Stockholm School of Economics; Department of Marketing and Strategy
Language: English
Resource Type: Conference paper