Leveraged brand evaluations in branded entertainment : effects of alliance exclusivity and presentation style
Hyejin Bang, Dongwon Choi, Tae Hyun Baek, Sang Do Oh and Yeonshin Kim
| Year of publication: |
2020
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|---|---|
| Authors: | Bang, Hye Jin ; Choi, Dongwon ; Baek, Tae Hyun ; Oh, Sang Do ; Kim, Yeonshin |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 4, p. 466-485
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| Subject: | branded entertainment | co-branding | leveraged marketing communications | Markenführung | Brand management | Markenimage | Brand image | Marketingmanagement | Marketing management | Werbung | Advertising | Freizeitwirtschaft | Leisure industries | Strategische Allianz | Strategic alliance | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1672328 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012260229