An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing
Mei-Ling Wei, Eileen Fischer, and Kelley J. Main
| Year of publication: |
2008
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|---|---|
| Authors: | Wei, Mei-Ling ; Fischer, Eileen ; Main, Kelley J. |
| Published in: |
Journal of public policy & marketing : JPP & M ; an annual publ. of the Division of Research, Graduate School of Business Administration, University of Michigan. - Chicago, Ill. : American Marketing Association, ISSN 0743-9156, ZDB-ID 83163-3. - Vol. 27.2008, 1, p. 34-44
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| Subject: | Marketingmanagement | Marketing management | Product Placement | Product placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Befragung | Interview |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003717274