Abstract
[Autom. eng. transl.] The essay proposes a critical revision of the thesis of the patronage effect of the group's advertising
| Translated title of the contribution | [Autom. eng. transl.] "Patronage effect" of banking group advertising and parent company responsibility |
|---|---|
| Original language | Italian |
| Pages (from-to) | 464-479 |
| Number of pages | 16 |
| Journal | Banca borsa titoli di credito |
| Volume | 2002 |
| Publication status | Published - 2002 |
Keywords
- capogruppo
- gruppo bancario
- pubblicità dell'appartenenza al gruppo