Consumer responses to brands placed in YouTube movies : the effect of prominence and endorser expertise
Year of publication: |
2013
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Authors: | Verhellen, Yann ; Dens, Nathalie ; Pelsmacker, Patrick de |
Published in: |
Journal of electronic commerce research : JECR. - Long Beach, Calif. : Univ., ISSN 1938-9027, ZDB-ID 2136755-3. - Vol. 14.2013, 4, p. 287-303
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Subject: | Brand placement | User generated content | Prominence | Celebrity expert endorsement | Product Placement | Product placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Markenführung | Brand management | Social Web | Social web | Filmwirtschaft | Film industry |
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