Product placement as leveraged marketing communications : the role of wishful identification, brand trust, and brand buying behaviours
Year of publication: |
2019
|
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Authors: | Shoenberger, Heather ; Kim, Eunjin |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 1, p. 50-66
|
Subject: | advertising | entertainment | Product placement | TV characters | wishful identification | Product Placement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Werbung | Advertising | Marketingmanagement | Marketing management | Vertrauen | Confidence | Online-Marketing | Internet marketing |
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