Towards a definition for branded entertainment : an exploratory study
Year of publication: |
2021
|
---|---|
Authors: | Loggerenberg, Marthinus J. C. van ; Enslin, Carla ; Terblanche-Smit, Marlize |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 27.2021, 3, p. 322-342
|
Subject: | authentic narrative | brand resonance | branded content | Branded entertainment | strategic brand communication planning | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Marketingmanagement | Marketing management |
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