A cross-cultural generalizability study of consumers' acceptance of product placements in movies
Year of publication: |
2009
|
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Authors: | Eisend, Martin |
Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 1139776-7. - Vol. 31.2009, 1, p. 15-25
|
Subject: | Product Placement | Product placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Interkulturelle Beziehungen | Cross-cultural relations |
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