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Year of publication
Subject
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Product placement 488 Product Placement 436 Werbewirkung 267 Advertising effects 265 Consumer behaviour 176 Konsumentenverhalten 176 Brand management 101 Markenführung 101 Brand image 67 Markenimage 67 Werbung 63 Advertising 60 Markenartikel 60 Brand 59 Marketing management 58 Marketingmanagement 58 product placement 58 Computerspiel 55 Video game 54 Fernsehwerbung 50 Television advertising 50 Filmwirtschaft 49 Film industry 48 Deutschland 43 USA 43 United States 43 Film 42 Fernsehprogramm 37 Television programme 37 Germany 34 Online-Marketing 34 Internet marketing 33 Brand placement 24 Target group 24 Zielgruppe 24 Children 21 Kinder 21 Music 20 Musik 20 brand placement 20
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Online availability
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Undetermined 168 Free 61 CC license 5
Type of publication
All
Article 385 Book / Working Paper 128 Other 2
Type of publication (narrower categories)
All
Article in journal 301 Aufsatz in Zeitschrift 301 Aufsatz im Buch 53 Book section 53 Hochschulschrift 24 Graue Literatur 18 Non-commercial literature 18 Dissertation u.a. Prüfungsschriften 12 Arbeitspapier 11 Working Paper 11 Thesis 10 research-article 9 Collection of articles of several authors 5 Conference paper 5 Konferenzbeitrag 5 Sammelwerk 5 Bibliografie enthalten 4 Bibliography included 4 Case study 4 Fallstudie 4 Article 3 Aufsatzsammlung 2 Bibliographie 1 Conference Paper 1 Conference proceedings 1 Filmografie 1 Konferenzschrift 1 Mikroform 1 Universitätsschrift 1 review 1 review-article 1
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Language
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English 397 German 96 Undetermined 22 Russian 1
Author
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Pelsmacker, Patrick de 15 Reijmersdal, Eva A. van 13 Dens, Nathalie 12 Matthes, Jörg 11 Lehu, Jean-Marc 9 Chen, Huan 8 Naderer, Brigitte 8 Russell, Cristel Antonia 8 Boerman, Sophie C. 7 Bressoud, Etienne 7 Chan, Fanny Fong Yee 7 Hudders, Liselot 7 Tessitore, Tina 7 Cauberghe, Verolien 6 Chan, Fong Yee 6 Sung, Yongjun 6 Balasubramanian, Siva Kumar 5 De Gregorio, Federico 5 Lowe, Ben 5 Schramm, Holger 5 Verhellen, Yann 5 Auer, Manfred 4 Avramova, Yana R. 4 Davtyan, Davit 4 Erenburg, Grigori 4 Gistri, Giacomo 4 Natarajan, Thamaraiselvan 4 Patwardhan, Hemant 4 Petrovici, Dan 4 Pillai, Deepa 4 Redondo, Ignacio 4 Sabour, Nadia I. 4 Uslay, Can 4 Burmann, Christoph 3 Cauberghe, Veroline 3 Coker, Kesha K. 3 Corniani, Margherita 3 Deterding, Audrey 3 Gabszewicz, Jean Jaskold 3 Haley, Eric 3
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Institution
All
HAL 5 Springer Fachmedien Wiesbaden 2 UNIVATION, Verein für Angewandte Betriebswirtschaft an der Technischen Universität Chemnitz-Zwickau 2 Ernst-Moritz-Arndt-Universität Greifswald 1 Fachhochschule Reutlingen / European School of Business 1 Faculteit Economie en Bedrijfskunde, Universiteit Gent 1 Faculteit Economie en Bedrijfswetenschappen, Hogeschool-Universiteit Brussel (HUBrussel) 1 Haufe-Lexware GmbH & Co. KG 1 Instituto Valenciano de Investigaciones Económicas (IVIE) 1 International Institute of Social and Economic Sciences 1 Julius-Maximilians-Universität Würzburg 1 Keleti Károly Gazdasági Kar, Óbudai Egyetem 1 Springer Gabler <Firma> 1 Universität Hamburg 1 Université Paris-Dauphine (Paris IX) 1 Verlag Dr. Kovač 1
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Published in...
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International journal of advertising : the quarterly review of marketing communications 33 Journal of promotion management : JPM 29 Journal of advertising : official publication of the American Academy of Advertising 19 Journal of business research : JBR 12 Advertising in new formats and media : current research and implications for marketers 10 International journal of advertising : the review of marketing communications 10 Journal of advertising research 10 Journal of marketing communications 9 European journal of marketing : EJM 6 The journal of product & brand management 6 Journal of consumer behaviour : an international research review 5 Journal of current issues and research in advertising : JCIRA 5 Journal of promotion management : innovations in planning and applied research 5 Journal of public policy & marketing : JPP & M ; an annual publ. of the Division of Research, Graduate School of Business Administration, University of Michigan 5 Post-Print / HAL 5 Psychology & marketing 5 The journal of brand management : an international journal 5 Engaging consumers through branded entertainment and convergent media 4 Medienwirtschaft : MW ; Perspektiven der digitalen Transformation 4 The marketing review 4 Tourism and hospitality planning & development 4 Beiträge zur Analyse und Entwicklung der Medien 3 Current insights and future trends : [extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising), held in Berlin, Germany, in June 2011] 3 Digital advertising : theory and research 3 Journal of Indian business research 3 Journal of Product & Brand Management 3 Journal of advertising 3 Journal of current issues and research in advertising 3 Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation 3 Marketing intelligence & planning 3 Marketing letters : a journal of research in marketing 3 Marketing science 3 Nürtinger Hochschulschriften : Schriftenreihe der Fachhochschule Nürtingen 3 Research 3 SpringerLink / Bücher 3 The changing roles of advertising : [extended versions of papers presented at the 11th ICORIA (International Conference on Research in Advertising) Stockholm, Sweden in June 2012] 3 Tourism management : research, policies, practice 3 Advances in marketing, customer relationship management, and e-services (AMCRMES) book series 2 Arbeitspapier / Institut für Marketing, Universität Mannheim 2 Breaking new ground in theory and practice 2
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Source
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ECONIS (ZBW) 439 USB Cologne (EcoSocSci) 35 RePEc 20 Other ZBW resources 12 BASE 5 EconStor 4
Showing 1 - 50 of 515
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Boosting brand behavioral intentions via integrated explicit product placements in podcasts
Milovan, Anca-Maria; Dobre, Costinel; Moisescu, Ovidiu Ioan - In: Journal of business research : JBR 189 (2025), pp. 1-14
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015395557
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Method of product placement in computer games : qualitative research amongst Polish players
Hofman-Kohlmeyer, Magdalena - In: Journal of marketing and consumer behaviour in emerging … (2024) 1/18, pp. 14-34
Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015359310
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Improving placement learning at scale : a case study evaluation
Hains-Wesson, Rachael; Ji, Kaiying - In: Journal of work-applied management : JWAM 16 (2024) 2, pp. 169-183
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015188851
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Meme marketing effectiveness : a moderated-mediation model
Razzaq, Ali; Shao, Wei; Quach, Sara - In: Journal of retailing and consumer services 78 (2024), pp. 1-25
Underpinned by brand placement literature, associative network theory, and narrative transportation theory, this research examines how meme marketing types (brand prominent and brand subtle) create immersive consumer experiences through narrative transportation and the moderating effects of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015084692
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Food vloggers and their content : understanding pathways to consumer impact and purchase intentions
Nguyen Thi My Nguyet; Bao Ngoc Le; Leenders, Mark A. A. M. - In: Journal of Trade Science 12 (2024) 2, pp. 117-133
Purpose This study aims to understand pathways to success for food video bloggers (food vloggers) by identifying the drivers of positive reception among audiences. It examines how entertainment, information and interaction values affect attitudes toward food videos and vloggers. Additionally, it...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014636955
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The attitude of children and parents towards children influencers
Kołaszewska, Izabela; Kacprzak, Agnieszka - In: Journal of marketing and consumer behaviour in emerging … (2022) 2/15, pp. 4-23
The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013382461
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Optimizing product placement interface design in mobile food delivery marketing : an EEG study of the visual gestalt effect on consumers' purchasing preferences
Xiao, Liang; Lei, Jiajun; Wang, Shu - In: Journal of advertising research 64 (2024) 4, pp. 465-480
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015173672
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Brand placements in video games : how local in-game experiences influence brand attitudes
Ingendahl, Moritz; Vogel, Tobias; Mädche, Alexander; … - In: Psychology & marketing 40 (2023) 2, pp. 274-287
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014290543
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Make it part of the story : the role of product placement prominence and integration in fashion and beauty blogs among young digital natives
Cárdaba, Miguel A. M.; Fernández Pardo, Ana; Martinez, L. - In: Journal of global fashion marketing : JGfM 14 (2023) 2, pp. 157-172
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014290744
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Ways to implement effective product placement on YouTube
Koo, Wanmo - In: International journal of e-business research : IJEBR ; … 19 (2023) 1, pp. 1-15
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015051115
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Product placements in visual social media : the role of prominence, presentation and the influencer
Waiguny, Martin K. J.; Pham, Ornella Zy-Tin - In: Advances in Advertising Research XIII : Frontiers of …, (pp. 217-239). 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015333830
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What do you see and what do you recall? : using eye tracking to understand product placement
Jittima Kongmanon; Phallapa Petison - In: Cogent business & management 9 (2022) 1, pp. 1-22
Since 1982, when one of the most successful product placements appeared in the movie ET, marketers have continued adopting this strategy in various media channels. Among those, research studies indicated that product placements in situation comedies (Sitcoms) are the most effective. This study...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014436286
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Product placement by social media homefluencers during new normal
Ghosh, Mollika - In: South Asian journal of marketing 3 (2022) 1, pp. 21-37
Purpose - The purpose of this study is to analyze how product placement through social media influencers (SMIs) during "new normal" can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become "homefluencers" by their skills....
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013341500
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Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh K. - In: Psychology & marketing 39 (2022) 12, pp. 2328-2348
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013465194
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Bibliometric analysis of film marketing research from 1976 TO 2021
Gundeti, Sandeep; Jain, Amit; Bhatnagar, Deepali - In: Digital transformation, strategic resilience, cyber …, (pp. 153-167). 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014428835
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Product placement bibliometric study : generic journals versus specific-communication journals
Vila-López, Natalia; Küster, Inés - In: International journal of business communication : IJBC … 60 (2023) 4, pp. 1368-1397
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014365732
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Product placement in Chinese cinema : from resistance to acceptance : 1999-2009
Ai, Qi; Dong, Yinan - In: Journal of macromarketing 43 (2023) 2, pp. 154-170
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014294175
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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, ebvufind01.dmz1.zbw.eu/10014295234
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The perceptions of brand coappearance in product placement : cooperation, competition or coopetition?
Chan, Fong Yee; Edwards, Steven Marc - In: European journal of marketing 58 (2024) 11, pp. 2539-2565
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015198433
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Presentation-order effect of product images on consumers' mental imagery processing and purchase intentions
Lee, Jung Eun; Shin, Eonyou; Kincade, Doris H. - In: The journal of product & brand management 33 (2024) 5, pp. 604-617
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015165221
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Now you see me : evaluating visual and auditory brand placement disclosures in music videos
Mandolfo, Marco; Di Dalmazi, Michele; Lamberti, Lucio - In: Journal of marketing communications 30 (2024) 5, pp. 553-575
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015052727
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Framing food tourism videos : what drives viewers' attitudes and behaviors?
Chi, Christina G.; Deng, Demi; Chi, Oscar Hengxuan; … - In: Journal of hospitality & tourism research : JHTR ; the … 48 (2024) 3, pp. 533-548
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014633601
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Would a comparative study of dialogue-based brand placement in film and television be helpful in determining a successful strategy?
Srivastava, R. K. - In: International journal of business forecasting and … 9 (2024) 4, pp. 450-468
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015073519
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Show and Sell : Studying the Effects of Branded Cigarette Product Placement in TV Shows on Cigarette Sales
Goli, Ali; Mummalaneni, Simha; Chintagunta, Pradeep K.; … - 2021
We evaluate whether and how branded TV product placement affects sales for cigarette brands. We use data on product placement from TV shows and data on retail sales of cigarettes to estimate a demand model that incorporates the level of product placement exposure for each cigarette brand. We...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013220677
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Product Placement in Bollywood Movies - How the Movies We Watch Affect What We Buy?
Chauhan, Gajendra Singh; Agrawal, Akhil; Khandelwal, Aditya - 2021
Product placement is the incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. This paper aims to study the memory effects of Product Placement in Bollywood movies, with simultaneous comparison between...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013223390
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Show and sell : studying the effects of branded cigarette product placement in tv shows on cigarette sales
Goli, Ali; Mummalaneni, Simha; Chintagunta, Pradeep K.; … - In: Marketing science 41 (2022) 6, pp. 1163-1180
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014316928
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YouTubers' labor process and autonomy in Taiwan
Chen, YuChing - 2018
In 2017, YouTuber channel has achieved tremendous growth in Taiwan, driving YouTuber as a popular career choice, but YouTuber's labor situation has not been well-known by outsiders. Therefore, this study uses the concept of immaterial labor to examine the labor process of YouTuber, analyzing how...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012012981
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Product placement and integrated marketing communications effects on an informational TV program
Corkindale, David; Neale, Michael; Bellman, Steven - In: Journal of advertising 52 (2023) 1, pp. 75-93
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014233765
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Product placement versus traditional TV commercials : new insights on their impacts on brand recall and purchase intention
Gamage, Dulanjana; Jayasuriya, Nisha; Rathnayake, Nilmini; … - In: Journal of Asia Business Studies 17 (2023) 6, pp. 1110-1124
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014432793
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The brand that wasn’t there : the impact of brand displacement on viewer engagement and brand attitude
Kristofferson, Kirk; Dunn, Lea - In: Journal of the Academy of Marketing Science 51 (2023) 3, pp. 716-745
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014251263
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Reader and author attitudes towards brand placement in fiction
R. Avramova, Yana; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the review of … 42 (2023) 5, pp. 835-867
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014296428
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Configurating product placement prominence on brand memory : what counts and what does not?
Song, Sigen; Chan, Fong Yee; Li, Yongfa; Wang, Cheng Lu - In: The journal of product & brand management 32 (2023) 4, pp. 600-617
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014281357
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Examining the influence of endorser credibility on brand placements in reality shows through placement appeal : emotional vs rational appeal
Natarajan, Thamaraiselvan; Jayapal, Jegan; Jegan, … - In: Journal of promotion management : innovations in … 29 (2023) 6, pp. 759-790
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014287770
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Branded content and entertainment in advertising : a theoretical and empirical study of creative advertising practices
Rodríguez-Rabadán Benito, María - 2023
"In recent years, branded content and entertainment has become standard practice for brands, advertising agencies, and production companies. This volume analyses branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014466444
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Antecedents and consequences of consumers' attitudes toward product placements : evidence from India
Kaur, Ravineet; Sharma, Rakesh Kumar; Bakshi, Apurva - In: International journal of emerging markets 18 (2023) 9, pp. 2698-2717
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014450631
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The role of narrative transportation in web series as branded entertainment
Sulestarini, Yusarifah; Wulandari, Nuri; Nasution, Reza … - In: Journal of Asian finance, economics and business : JAFEB 7 (2020) 11, pp. 439-447
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012671754
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Innovative stealth marketing strategies and its ethical issues
Gigi G S; Jahnavi C - In: Journal of Contemporary Issues in Business and Government 26 (2020) 2, pp. 508-514
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012505487
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The attitude of children and parents towards children influencers
Kołaszewska, Izabela; Kacprzak, Agnieszka - In: Journal of Marketing and Consumer Behaviour in Emerging … (2022) 2, pp. 4-23
The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015207102
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What do you see and what do you recall?: Using eye tracking to understand product placement
Kongmanon, Jittima; Petison, Phallapa - In: Cogent Business & Management 9 (2022) 1, pp. 1-22
Since 1982, when one of the most successful product placements appeared in the movie ET, marketers have continued adopting this strategy in various media channels. Among those, research studies indicated that product placements in situation comedies (Sitcoms) are the most effective. This study...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014505498
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What is rogue marketing? : an exploration of how hard seltzer sparked a social media phenomenon
Norris, Cortney L.; Taylor, D. Christopher; Taylor, … - In: International journal of wine business research 34 (2022) 3, pp. 329-348
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013361905
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Priming movie product placements : new insights from a cross-national case study
Balasubramanian, Siva Kumar; Gistri, Giacomo - In: International journal of advertising : the review of … 41 (2022) 6, pp. 1064-1094
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013362126
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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, ebvufind01.dmz1.zbw.eu/10013429047
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Small sounds, big impact : sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement
Scott, Shawn P.; Sheinin, Daniel; Labrecque, Lauren I. - In: The journal of product & brand management 31 (2022) 7, pp. 1091-1103
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013429053
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Effectiveness of in-game advertisements within role-playing games
Guerra, Luis; Saxena, Deepak - In: International journal of electronic marketing and … 13 (2022) 3, pp. 280-299
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014309738
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The faces and stakes of brand insertion
Villers, Sandrine (ed.); Lefait, Sébastien (ed.) - 2022
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013201754
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The effect of movie and television placements
Sharma, Abhinav; Nicolau, Juan Luis; Más Ruiz, … - In: Tourism management : research, policies, practice 91 (2022), pp. 1-8
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013271612
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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, ebvufind01.dmz1.zbw.eu/10013191927
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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, ebvufind01.dmz1.zbw.eu/10013343574
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The impact of emerging technology influences product placement effectiveness : a scoping study from interactive marketing perspective
Pavlič, Jani; Tomažič, Tina; Kožuh, Ines - In: Journal of research in interactive marketing : … 16 (2022) 4, pp. 551-568
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013536257
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Effects of disclosure, placement type, and ad-context congruence on brand and advertising recognition : an exploration of care model processing
Sun, Shuoya; Evans, Nathaniel J. - In: Journal of current issues and research in advertising 43 (2022) 2, pp. 219-235
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013358825
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