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• W2015944750 abstract "Abstract Corporate advertising has become a significant business activity. That fact is important for brand managers because consumers' knowledge formed from corporate advertising may influence the way they think about brands the company markets. Brand managers must understand how such potential influence may occur and manage it to their advantage. The authors explore four key questions brand managers should consider in that context. In presenting answers, they integrate several literatures and propose a conceptual framework with a set of research propositions. Finally, they describe general directions for future research." @default.
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• W2015944750 date "1998-06-01" @default.
• W2015944750 modified "2023-10-13" @default.
• W2015944750 title "Managing the Brand in a Corporate Advertising Environment: A Decision-Making Framework for Brand Managers" @default.
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• W2015944750 doi "https://doi.org/10.1080/00913367.1998.10673555" @default.
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