The influence of quality on the usage and effectiveness of promotional merchandise

Type Research Project

Duration Aug. 1, 2016 - May 1, 2017

  • Institute for Marketing and Consumer Research IN (Details)

Tags

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  • Holub, Sandra (Former researcher)
  • Kamleitner, Bernadette (Details) Project Head
  • Koller, Monika (Details) Project Head
  • Marckhgott, Eva (Details)

Publications

Journal article

2021 Kamleitner, Bernadette, Marckhgott, Eva. 2021. Silent Persuasion. Incidental Use of Promotional Merchandise Benefits Unfamiliar Brands. International Journal of Advertising. 40 (7), 1135-1159. open access (Details)