research, is to test the effects of attitude toward actor and character on attitude toward movies, product placement, and brand … brand. Furthermore, the effect of the attitude toward movies and product placement has a serial mediating effect on the … relationship between the attitude toward the actor, the character and the brand. …

) plot integration, (3) product tie-in, (4) sponsorship, and (5) graphics, which are the most effective, in terms of brand … recognition and brand recall. The 3.18-minute sitcom with motorcycle placement was shown to a total of 65 participants; daily … brand recognition in lower-level education consumers, whereas plot integration is the most effective form leading to brand …

the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …

. Damit wird ihr eine zentrale Rolle als Vermittler von Werbewirkung zugesprochen. Allerdings wurde diese Vermittlerrolle … Kontrolle von langfristiger TV-Werbewirkung bei etablierten Konsumgütern. Bereits bestehende Wirkungshypothesen zur Rolle der …

Brand represents reputation of offer. Branding means cultivating the reputation of offer. But brand and branding are … synergistic actions of entrepreneurship, a combination of vision and promotion strategy of offer by the management team. Brand is … make things better than the competition. This is how social success is built up. We believe that the country brand is the …

This paper studies how the capital market perceives brand name adoption. I distinguish between brand adoption and … radical type of corporate name change. A brand adoption name change occurs when the firm adopts one of its well …. Improved profitability and increased net investment accompany brand name adoption. After controlling for changes in the …