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Synergies of Promotional Products and Print Advertising in Building Brand Equity for a New Brand

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References

1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity4,788 cited
1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement4,602 cited
2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.3,261 cited
2017A Chronicle of Higher Education2,303 cited
1998Promotional products vs price promotion in fostering customer loyalty: a report of two controlled field experiments55 cited

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2021Silent persuasion. Incidental use of promotional merchandise benefits unfamiliar brands8 cited

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