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Keywords: Online advertising
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Journal Articles
Consumer recall of brand versus product banner ads
Available to Purchase
Journal of Product & Brand Management (2012) 21 (6): 452–464.
Published: 14 September 2012
...Francisco Guzmán; Oriol Iglesias; Eric Van Steenburg Purpose The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing. Design/methodology/approach The research uses three...
