New brand worlds : college student consumer attitudes toward brand placement in films, television shows, songs, and video games
Year of publication: |
2008
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Authors: | Sung, Yongjun ; De Gregorio, Federico |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 14.2008, 1/2, p. 85-101
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Subject: | Product Placement | Product placement | Markenführung | Brand management | Medienwirkung | Media effect | Studierende | Students | Konsumentenverhalten | Consumer behaviour |
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