Titlebook: International Advertising and Communication; Current Insights and Sandra Diehl,Ralf Terlutter Book 2006 Gabler Verlag | Springer Fachmedien

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A comparative test of the effect of communication strategy, media presence, and previous purchase beampaign awareness and brand awareness. The likeability strategy can be used to increase campaign likeability and brand likeability. The IFEC describes seven consumer need strategies, each addressing a different need that can be used to increase purchase intention and purchase behaviour. To test the

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Creating powerful brand namesng is a key concern of modern brand management. This study considers the contribution brand names can provide to communicate a brand positioning. Recent cognitive theories of conceptual combination form the theoretical basis for analyzing consumer reactions toward brand names. Following these theori

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