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The mind of the beholder : congruence effects in luxury product placements
Rossi, Patricia; Pantoja, Felipe; Yoon, Sukki; Kim, Kacy K. - In: International journal of advertising : the review of … 42 (2023) 3, pp. 562-588
Persistent link: https://www.econbiz.de/10014295234
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Synergy or interference : the effect of product placement on commercial break audience decline
Schweidel, David A.; Foutz, Natasha Zhang; Tanner, Robin J. - In: Marketing science 33 (2014) 6, pp. 763-780
Persistent link: https://www.econbiz.de/10010468394
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Long-term effects of brand placement disclosure on persuasion knowledge and brand responses
Boerman, Sophie C.; Tessitore, Tina; Müller, Céline M. - In: International journal of advertising : the review of … 40 (2021) 1, pp. 26-48
Persistent link: https://www.econbiz.de/10012498499
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Brand placement in text : the short- and long-term effects of placement modality and need for cognition
Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 682-704
Persistent link: https://www.econbiz.de/10011799694
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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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Investigating the impact of television advertising and eWOM on brand equity creation
Ruzzier, Maja Konečnik; Petek, Nusa - In: Market : review for marketing theory and practice 34 (2022) 2, pp. 127-143
Persistent link: https://www.econbiz.de/10013535721
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Mapping between placement strategies and placed product attributes in television programs
Chan, Fong Yee - In: Journal of marketing communications 26 (2020) 7, pp. 780-798
Persistent link: https://www.econbiz.de/10012314017
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Let us entertain you : eine empirische Analyse der Erfolgsfaktoren für Branded Entertainment
Huber, Frank; Vogel, Johannes; Lennartz, Wolfgang - 2008
Persistent link: https://www.econbiz.de/10003747597
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Make product placement work for you : get less exposure
Neale, Michael; Corkindale, David - In: Business horizons 65 (2022) 2, pp. 149-157
Persistent link: https://www.econbiz.de/10013191927
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Brand placement in a movie song and its impact on brand equity
Srivastava, Rajesh - In: Journal of promotion management : innovations in … 26 (2020) 2, pp. 233-252
Persistent link: https://www.econbiz.de/10012179120