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Brand placements in movies : the impact of modality, prominence and plot connection on attitude and behavioral intention
Purnawirawan, Nathalia; Wouters, Marijke; Pelsmacker, … - In: Cutting edge international research, (pp. 347-361). 2010
Persistent link: https://www.econbiz.de/10003985215
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Do you like what you recognize? : the effects of brand placement prominence and movie plot connection on brand attitude as mediated by recognition
Dens, Nathalie; Pelsmacker, Patrick de; Wouters, Marijke; … - In: Journal of advertising : official publication of the … 41 (2012) 3, pp. 35-54
Persistent link: https://www.econbiz.de/10009738528
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Brand placement in scripted and non-scripted Belgian and US programs on Belgian prime time television
Wouters, Marijke; Pelsmacker, Patrick de - In: Journal of marketing communications 17 (2011) 5, pp. 299-318
Persistent link: https://www.econbiz.de/10009423377
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Brand placement in scripted and non-scripted Belgian and US programs on Belgian prime time television
Wouters, Marijke; de Pelsmacker, Patrick - In: Journal of marketing communications 17 (2011) 5, pp. 299-319
Persistent link: https://www.econbiz.de/10009810433