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Keywords: Memory effects
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Journal Articles
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding
Available to Purchase
Journal of Product & Brand Management (2022) 31 (7): 1077–1090.
Published: 14 March 2022
... recall? Umbrella branding Brand attitudes Memory effects Brand placements Advertising repetition Umbrella branding, the use of the same brand name for several products (i.e. complements, substitutes or independent products) developed by the company, is a popular strategy in modern...
