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Markenimage
Advertising effects
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Product Placement
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Product placement
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Werbewirkung
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Consumer behaviour
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Konsumentenverhalten
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Brand
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Brand image
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Brand management
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Fernsehwerbung
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Markenartikel
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Markenführung
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Television advertising
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30-second commercial
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Advertising
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Advertising repetition
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Attitude toward advertising
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Brand attitude
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Brand attitudes
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Brand placement
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Brand placements
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Comparison
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Measurement
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Memory effects
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Messung
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USA
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Umbrella branding
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Davtyan, Davit
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Cunningham, Isabella
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Tashchian, Armen
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Journal of business research : JBR
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The journal of product & brand management
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ECONIS (ZBW)
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Exploring the impact of brand placement repetition on the effectiveness of umbrella branding
Davtyan, Davit
;
Tashchian, Armen
- In:
The journal of product & brand management
31
(
2022
)
7
,
pp. 1077-1090
Persistent link: https://www.econbiz.de/10013429047
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2
An investigation of brand placement effects on brand attitudes and purchase intentions : brand placements versus TV commercials
Davtyan, Davit
;
Cunningham, Isabella
- In:
Journal of business research : JBR
70
(
2017
),
pp. 160-167
Persistent link: https://www.econbiz.de/10011620408
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