Impact of product placements on generating e-word of mouth : moderating influence of prominent versus subtle placements
Yeoh K. K. & Manmeet Kaur; Ameet Pandit
| Year of publication: |
2013
|
|---|---|
| Authors: | Yeoh Ken Kyid ; Kaur, Manmeet ; Pandit, Ameet |
| Published in: |
Taylor's business review / Taylor's Business School, Taylor's University Sdn Bhd : TBR ; a contemporary business journal. - Subang Jaya : [Verlag nicht ermittelbar], ISSN 2232-0172, ZDB-ID 2726008-2. - Vol. 3.2013, 1, p. 107-121
|
| Subject: | Product Placement | Product placement | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009779307