Is self-character similarity always beneficial? : the moderating role of immersion in product placement effects
Year of publication: |
2011
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Authors: | Bhatnagar, Namita ; Wan, Fang |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 40.2011, 2, p. 39-50
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Subject: | Product Placement | Product placement | Werbewirkung | Advertising effects | Markenimage | Brand image | Werbepsychologie | Psychology of advertising |
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