A Strong Brand as a Determinant of Purchase the Case of Sectors, where Advertising in Mass Media Is Banned – on the Example of the Polish Spirits Sector
The purpose of the paper is the assessment of the significance of a strong brand in the process of competing for clients as well as in the client`s decision making processes in a situation where advertising in mass media is almost completely banned. The paper presents results of two complementary st...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AGH UNIVERSITY PRESS
2013-08-01
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| Series: | Managerial Economics |
| Subjects: | |
| Online Access: | https://journals.agh.edu.pl/manage/article/view/595 |
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