: Two Faces But One Soul
AbstractAs the reader is aware, topics for the forthcoming issues of the Journal of Advertising Research (JAR) through the end of 2006 were selected in early 2004. After joining the editorial team in late 2004 and seeing that I would be the editorial steward for an issue on Drivers of Brand Growth, I immediately asked myself, Does this mean the drivers of growth in sales and earnings for branded products and services or drivers of growth in the health or equity of brands ? Realizing just as quickly that the answer was, as a sophomoric logician might quip, Yes, I decided that this would be a rare opportunity to bring these two streams of research and thought together for our readers and enable them to envision what Gerry Tellis calls a deep, comprehensive and insightful picture of how advertising really works a picture resulting from a careful interlacing of the econometric paradigm and the behavioral paradigm.
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Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 45 (2005)
Issue (Month): 02 (June)
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