Product placement disclosures : exploring the moderating effect of placement frequency on brand responses via persuasion knowledge
Year of publication: |
2016
|
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Authors: | Matthes, Jörg ; Naderer, Brigitte |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 35.2016, 2, p. 185-199
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Subject: | product placement | product placement disclosure | brand memory | persuasion knowledge | Product Placement | Product placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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