Prior disclosure of product placement : the more explicit the disclosure, the better the brand recall and brand attitude
Fanny Fong Yee Chan
| Year of publication: |
2020
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| Authors: | Chan, Fong Yee |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 120.2020, p. 31-41
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| Subject: | Brand evaluation | Level of disclosure | Product placement | Program involvement | Program liking | Psychological trait reactance | Product Placement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Unternehmenspublizität | Corporate disclosure | Markenführung | Brand management | Auskunftspflicht | Disclosure regulation | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2020.07.028 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012417086