Antecedents of product placement effectiveness across cultures
Year of publication: |
2016
|
---|---|
Authors: | Chan, Fanny Fong Yee ; Petrovici, Dan ; Lowe, Ben |
Published in: |
International marketing review. - Bingley : Emerald Publishing Limited, ISSN 0265-1335, ZDB-ID 859767-4. - Vol. 33.2016, 1, p. 5-24
|
Subject: | Culture | Brand awareness | Films | Product placement | Prominence | Product Placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Filmwirtschaft | Film industry |
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