Reverse Product Placement : eine empirische Untersuchung der Verhaltensrelevanz fiktiver Dienstleistungsmarken
Year of publication: |
2013
|
---|---|
Authors: | Kanitz, Christopher ; Muzellec, Laurent ; Schade, Michael ; Burmann, Christoph |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 35.2013, 3, p. 233-247
|
Subject: | Product Placement | Product placement | Markenimage | Brand image | Markenartikel | Brand | Virtuelle Realität | Virtual reality | Konsumentenverhalten | Consumer behaviour | Fernsehprogramm | Television programme | Amerikanisch | American |
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