Product placement versus traditional TV commercials : new insights on their impacts on brand recall and purchase intention
Year of publication: |
2023
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Authors: | Gamage, Dulanjana ; Jayasuriya, Nisha ; Rathnayake, Nilmini ; Herath, Kithmini Minoma ; Jayawardena, Diunugalge Peshala Seuvandi ; Senarath, Diluksha Yasith |
Published in: |
Journal of Asia Business Studies. - Bingley : Emerald, ISSN 1559-2243, ZDB-ID 2589599-0. - Vol. 17.2023, 6, p. 1110-1124
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Subject: | Brand recall | Marketing communication | Product placement | Purchase intention | TV commercials | TV shows | Product Placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Marketingmanagement | Marketing management |
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