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The relationship between product placement and shopping intentions on Instagram
Suková, Lenka; Míková, Ladislava - In: Achieving Business Competitiveness in a Digital …, (pp. 177-206). 2022
Persistent link: https://www.econbiz.de/10013343574
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Memes everywhere : the effect of social media memes on consumers' attitude towards brands and their purchase intention
Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: Zukunft des Marketings, (pp. 37-55). 2023
Mit der ungebrochenen Relevanz sozialer Medien und der ständigen Weiterentwicklung der Online-Kommunikation gewinnen Memes zunehmend an Popularität. Es gibt es nur wenige wissenschaftliche Untersuchungen zur Werbewirksamkeit von Memes. Die vorliegende Studie soll diese Wissenslücke...
Persistent link: https://www.econbiz.de/10014516159
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How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Engaging consumers through branded entertainment and …, (pp. 189-201). 2015
Persistent link: https://www.econbiz.de/10011389610
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The effect of video game placements on brand attitude
Kuhn, Kerri-Ann L.; Pope, Nigel K. Ll. - 2011
Persistent link: https://www.econbiz.de/10010191075
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Unpacking celebrity brands through unpaid market communications
Davies, Fiona - In: Celebrity, convergence and transformation, (pp. 213-232). 2018
Persistent link: https://www.econbiz.de/10011737154
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Product placement in video games : image transference among emotions
Küster, Inés; Vila, Natalia; Hernández, Asunción; … - In: Engaging consumers through branded entertainment and …, (pp. 127-148). 2015
Persistent link: https://www.econbiz.de/10011389592
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Product placement in video games as a marketing strategy : an attempt to analysis in Disney company
Bigné Alcañiz, J. Enrique; Küster, Inés; … - In: Breaking new ground in theory and practice, (pp. 3-20). 2011
Persistent link: https://www.econbiz.de/10009380153
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Advertising strategy
Rucker, Dereck D.; Sternthal, Brian - In: Kellogg on marketing, (pp. 209-231). 2010
Persistent link: https://www.econbiz.de/10008664280
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Cultural perspectives on advertising perceptions and brand trustworthiness
Danbury, Annie; Palazzo, Maria; Mortimer, Kathleen; … - In: Analyzing the cultural diversity of consumers in the …, (pp. 207-226). 2015
Persistent link: https://www.econbiz.de/10011396929
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Cognitive and affective responses to schema-incongruent brand messages : an empirical investigation
Halkias, Georgios; Kokkinaki, Flora - In: Neuroscience and the economics of decision making, (pp. 165-181). 2012
Persistent link: https://www.econbiz.de/10010371035