Bibliografia

Principal

  • Aaker, D. A. (1991) Managing brand equity: Capitalizing on the value of a brand name Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
  • Aaker, D. A. (1996) Building strong brands Aaker, D. A. (1996). Building strong brands. Free Press
  • Binet, L. & Field, P. (2009) Empirical Generalizations about Advertising Campaign Success Binet, L. & Field, P. (2009). Empirical Generalizations about Advertising Campaign Success, Journal of Advertising Research, June 2009. https://doi.org/10.2501/S0021849909090163
  • Bouchareb, N. & Moussaoui, I. (2026) AI-driven scientific advertising: ethics, visibility, and research integrity. Bouchareb, N. & Moussaoui, I. (2026). AI-driven scientific advertising: ethics, visibility, and research integrity. Telematics and Informatics Reports 22, 100314. https://doi.org/10.1016/j.teler.2026.100314
  • Braun-LaTour, K. A. & LaTour, M. S. (2004) Assessing the long-term impacto f a consistente advertising campaign on consumer memory Braun-LaTour, K. A. & LaTour, M. S. (2004). Assessing the long-term impacto f a con-sistente advertising campaign on consumer memory, Journal of Advertising, 33(2), 49-61. https://doi.org/10.1080/00913367.2004.10639160
  • Cardoso, P. (2000) Estratégia Criativa Publicitária - Fundamentos e Métodos Cardoso, P. (2000). Estratégia Criativa Publicitária - Fundamentos e Métodos. Universidade Fernando Pessoa.
  • Decreto-Lei (1990) Código da Publicidade Código da Publicidade. Decreto-Lei n.º 330/90 de 23 de outubro (versão actualizada a 2011). https://dre.pt/application/dir/pdf1sdip/1990/10/24500/43534357
  • de Chernatony, L. (2001) From brand vision to brand evaluation: Strategically building and sustaining brands de Chernatony, L. (2001). From brand vision to brand evaluation: Strategically building and sustaining brands. Butterworth-Heinemann
  • de Chernatony, L., & McDonald, M. (2003) Creating powerful brands (3rd ed.) de Chernatony, L., & McDonald, M. (2003). Creating powerful brands (3rd ed.). Butterworth-Heinemann
  • Ferreira, I. (2019) Publicidade: Teorias, Métodos e Práticas. Ferreira, I. (2019). Publicidade: Teorias, Métodos e Práticas. Imprensa da Universidade de Coimbra, 19(34-1)
  • Iankovets, T. (2023) Media planning of digital advertising campaigns Iankovets, T. (2023). Media planning of digital advertising campaigns. Eastern-European Journal of Enterprise Technologies, 6(13-126), 42–53. https://doi.org/10.15587/1729-4061.2023.293074
  • Kapferer, J.-N. (2012) The new strategic brand management: Advanced insights and strategic thinking Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). Kogan Page
  • Keller, K. L. (2013) Strategic brand management: Building, measuring, and managing brand equity Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson
  • Ries, A., & Ries, L. (2002) The fall of advertising and the rise of PR Ries, A., & Ries, L. (2002). The fall of advertising and the rise of PR. HarperBusiness
  • Ries, A., & Trout, J. (2001) Positioning: The battle for your mind (20th anniversary ed.) Ries, A., & Trout, J. (2001). Positioning: The battle for your mind (20th anniversary ed.). McGraw-Hill
  • Santos, S. S. S., & Carvalho, C. E. (2023) The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity Santos, S. S. S., & Carvalho, C. E. (2023). The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity. Revista Brasileira de Gestão de Negócios, 25(3), p.333-352. https://doi.org/10.7819/rbgn.v25i3.4230
  • Shen, W., Gu, H., Ball, L. J., Yuan, Y., Yu, C., Shi, R., & Huang, T. (2020) The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements Shen, W., Gu, H., Ball, L. J., Yuan, Y., Yu, C., Shi, R., & Huang, T. (2020). The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements, Journal of Cleaner Production, 271, 122618. https://doi.org/10.1016/j.jclepro.2020.122618

Secundária

  • Borawska, A., & Łatuszyńska, M. (2020) The use of neurophysiological measures in studying social advertising effectiveness Borawska, A., & Łatuszyńska, M. (2020). The use of neurophysiological measures in studying social advertising effectiveness, Procedia Computer Science, 176, 2487–2496. https://doi.org/10.1016/j.procs.2020.09.327
  • de Chernatony, L., & Dall’Olmo Riley, F. (1998) Defining a “brand”: Beyond the literature with experts’ interpretations de Chernatony, L., & Dall’Olmo Riley, F. (1998). Defining a “brand”: Beyond the literature with experts’ interpretations. Journal of Marketing Management, 14(5), 417–443. https://doi.org/10.1362/026725798784867798
  • Kapferer, J.-N. (2008) The new strategic brand management: Creating and sustaining brand equity long term Kapferer, J.-N. (2008). The new strategic brand management: Creating and sustaining brand equity long term (4th ed.). Kogan Page
  • Keller, K. L. (1993) Conceptualizing, measuring, and managing customer-based brand equity Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
  • Lewis, I., Watson, B., White, K. M., & Nandavar, S. (2021) Road Safety Advertising: What We Currently Know and Where to From Here Lewis, I., Watson, B., White, K. M., & Nandavar, S. (2021). Road Safety Advertising: What We Currently Know and Where to From Here, International Encyclopedia of Transportation, 165-170. https://doi.org/10.1016/B978-0-08-102671-7.10680-3