Children's attitudinal and behavioral reactions to product placements : investigating the role of placement frequency, placement integration, and parental mediation
Brigitte Naderer, Jörg Matthes, Franziska Marquart & Mira Mayrhofer
| Year of publication: |
March 2018
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|---|---|
| Authors: | Naderer, Brigitte ; Matthes, Jörg ; Marquart, Franziska ; Mayrhofer, Mira |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 37.2018, 2, p. 236-255
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| Subject: | Product placement | placement frequency | placement integration | children | parental mediation | persuasion knowledge | Product Placement | Kinder | Children | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2016.1218672 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011859304