An investigation of brand placement effects on brand attitudes and purchase intentions : brand placements versus TV commercials
Year of publication: |
January 2017
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Authors: | Davtyan, Davit ; Cunningham, Isabella |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 70.2017, p. 160-167
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Subject: | Brand placement | Advertising | 30-second commercial | Brand attitude | Purchase intention | Attitude toward advertising | Product Placement | Product placement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand | Werbung | Fernsehwerbung | Television advertising |
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