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The effect of media planning, brand position, campaign characteristics and ad likeability on ad and brand recognition in radio spots

  • Patrick De Pelsmacker
  • , Maggie Geuens
  • , Henk Ghesquiere

Research output: Chapter in Book/Report/Conference proceedingConference paper

Original languageEnglish
Title of host publicationProceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001
Publication statusPublished - 2001
EventUnknown -
Duration: 1 Jan 2001 → …

Conference

ConferenceUnknown
Period1/01/01 → …

Bibliographical note

Proceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001

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