The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Year of publication: |
2016
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Authors: | Verhellen, Yann ; Eelen, Jiska ; Dens, Nathalie ; Pelsmacker, Patrick de |
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, 6, p. 932-948
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Subject: | brand placement | advertiser-funded program | brand attitude | sponsor | Product Placement | Product placement | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Fernsehwerbung | Television advertising |
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