Better together? : harnessing the power of brand placement through program sponsorship messages
Nathalie Dens, Patrick De Pelsmacker, Yann Verhellen
| Year of publication: |
February 2018
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| Authors: | Dens, Nathalie ; Pelsmacker, Patrick de ; Verhellen, Yann |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 83.2018, p. 151-159
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| Subject: | Brand placement | Program sponsorship | Branded entertainment | Field study | Brand recall | Brand attitude | Product Placement | Product placement | Sponsoring | Sponsorship | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2017.10.036 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011802515