More articles from How Brand Marketing Works in Advertising

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Do Price Promotions Help or Hurt Premium-Product Brands?
Felix Zoellner, Tobias Schaefers

Journal of Advertising Research Sep 2015, 55 (3) 270-283; DOI: 10.2501/JAR-2015-008
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What Motivates Consumers To Re-Tweet Brand Content?
Theo Araujo, Peter Neijens, Rens Vliegenthart

Journal of Advertising Research Sep 2015, 55 (3) 284-295; DOI: 10.2501/JAR-2015-009
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The Effectiveness of Comparative Versus Non-Comparative Advertising
Fred Beard

Journal of Advertising Research Sep 2015, 55 (3) 296-306; DOI: 10.2501/JAR-2015-010
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Can Multiple New-Product Messages Attract Different Consumer Segments?
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Journal of Advertising Research Sep 2015, 55 (3) 307-321; DOI: 10.2501/JAR-2015-011

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