How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program
Year of publication: |
2015
|
---|---|
Authors: | Verhellen, Yann ; Dens, Nathalie ; Pelsmacker, Patrick de |
Published in: |
Engaging consumers through branded entertainment and convergent media. - Hershey, Pa. : Business Science Reference, ISBN 978-1-4666-8342-6. - 2015, p. 189-201
|
Subject: | Markenführung | Brand management | Product Placement | Product placement | Werbewirkung | Advertising effects | Fernsehprogramm | Television programme | Fernsehwerbung | Television advertising | Markenimage | Brand image | Belgien | Belgium |
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