Do you like what you recognize? : the effects of brand placement prominence and movie plot connection on brand attitude as mediated by recognition
Nathalie Dens, Patrick De Pelsmacker, Marijke Wouters, and Nathalia Purnawirawan
| Year of publication: |
2012
|
|---|---|
| Authors: | Dens, Nathalie ; Pelsmacker, Patrick de ; Wouters, Marijke ; Purnawirawan, Nathalia |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 41.2012, 3, p. 35-54
|
| Subject: | Product Placement | Product placement | Film | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Belgien | Belgium |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009738528