How to cite this paper
Pirayesh, R & Ghaempanah, M. (2014). The effects of multimedia advertising on building brand equity.Management Science Letters , 4(8), 1761-1764.
Refrences
Aaker, D. A. (2008). Strategic market management. John Wiley & Sons.
Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
Aaker, D. A. (2012). Building strong brands. Simon and Schuster.
Apte, J., & Roesler, M. L. (2007). U.S. Patent No. 7,225,142. Washington, DC: U.S. Patent and Trademark Office.
Azad, N., Aliakbar, S., & Kordalivand, N. (2012). Investigating effective factors on multimedia advertising: A case study of travel agencies. Management Science Letters, 2(1), 409-416.
Chuang, T.T., & Chong, P. P. (2004). Searching advertising placement in cyberspace. Industrial Management & Data Systems, 104(2), 144-148.
Fitzgerald, J. (2004). Evaluating return on investment of multimedia advertising with a single-source panel: A retail case study. Journal of Advertising Research, 44(03), 262-270.
Horowitz, D., & Rudolph, B. (2004). U.S. Patent Application 10/974,323.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
Mei, T., & Hua, X. S. (2010). Contextual internet multimedia advertising. Proceedings of the IEEE, 98(8), 1416-1433.
Patsioura, F., Vlachopoulou, M., & Manthou, V. (2009). A new advertising effectiveness model for corporate advertising web sites: a relationship marketing approach. Benchmarking: An International Journal, 16(3), 372-386.
Vakratsas, D., & Ma, Z. (2005). A look at the long-run effectiveness of multimedia advertising and its implications for budget allocation decisions. Journal of Advertising Research, 45(02), 241-254.
Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
Aaker, D. A. (2012). Building strong brands. Simon and Schuster.
Apte, J., & Roesler, M. L. (2007). U.S. Patent No. 7,225,142. Washington, DC: U.S. Patent and Trademark Office.
Azad, N., Aliakbar, S., & Kordalivand, N. (2012). Investigating effective factors on multimedia advertising: A case study of travel agencies. Management Science Letters, 2(1), 409-416.
Chuang, T.T., & Chong, P. P. (2004). Searching advertising placement in cyberspace. Industrial Management & Data Systems, 104(2), 144-148.
Fitzgerald, J. (2004). Evaluating return on investment of multimedia advertising with a single-source panel: A retail case study. Journal of Advertising Research, 44(03), 262-270.
Horowitz, D., & Rudolph, B. (2004). U.S. Patent Application 10/974,323.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
Mei, T., & Hua, X. S. (2010). Contextual internet multimedia advertising. Proceedings of the IEEE, 98(8), 1416-1433.
Patsioura, F., Vlachopoulou, M., & Manthou, V. (2009). A new advertising effectiveness model for corporate advertising web sites: a relationship marketing approach. Benchmarking: An International Journal, 16(3), 372-386.
Vakratsas, D., & Ma, Z. (2005). A look at the long-run effectiveness of multimedia advertising and its implications for budget allocation decisions. Journal of Advertising Research, 45(02), 241-254.