Communication channel efficiency across the early lifecycle stages of a brand-Reference-Cited by-同舟云学术

Communication channel efficiency across the early lifecycle stages of a brand

Published:2021-03-08 Issue: Volume: Page:1-13
ISSN:0965-254X
Container-title:Journal of Strategic Marketing
language:en
Short-container-title:Journal of Strategic Marketing

Author:

Riedel Aimee S.¹,Lawley Meredith¹,Birch Dawn¹

Affiliation:

1. School of Business, University of the Sunshine Coast, Sunshine Coast, Australia

Funder

Australian Seafood Cooperative Research Centre

Publisher

Informa UK Limited

Subject

Marketing,Strategy and Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/0965254X.2021.1897864

Reference34 articles.

1. The Effect of Introducing a New Brand on Consumer Perceptions of Current Brand Similarity: The Roles of Product Knowledge and Involvement

2. Carmody, B. (2015). Why 96% of businesses fail within ten years. Retrieved April 11, 2018, from https://www.inc.com/bill-carmody/why-96-of-businesses-fail-within-10-years.html

3. Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase

4. A Conceptual Exploration of the Strategic Factors Driving New Brand Entry Decisions and Their Success

5. Which? — Revitalizing an invisible brand: A tale of 6 years and three stages of evolution

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