Investigating the influence of audiences' movie-viewing motives on attitude towards brand placement in movies
Year of publication: |
2021
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Authors: | Stephen, Gladys ; Jublee, Daniel Inbaraj ; Anbuudayasankar S. P. ; Poongkundran T. |
Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 31.2021, 4, p. 487-510
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Subject: | attitude towards brand placement | brand placement in movies | brand placement value | Movie-viewing motives | user and gratifications theory | Product Placement | Product placement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image |
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