The influence of audience characteristics on the effectiveness of brand placement memory
Thamaraiselvan Natarajan, Senthil Arasu Balasubramaniam, Gladys Stephen, Daniel Inbaraj Jublee, Dharun Lingam Kasilingam
| Year of publication: |
September 2018
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|---|---|
| Authors: | Natarajan, Thamaraiselvan ; Arasu Balasubramaniam, Senthil ; Stephen, Gladys ; Jublee, Daniel Inbaraj ; Lingam Kasilingam, Dharun |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 44.2018, p. 134-149
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| Subject: | Brand placement | Social cognitive theory | Identification with character | Audience characteristics | Cognitive and emotional involvement | Bollywood movies | Product Placement | Product placement | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Emotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2018.06.008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011904351