Boosting brand behavioral intentions via integrated explicit product placements in podcasts
Anca-Maria Milovan, Costinel Dobre, Ovidiu‑Ioan Moisescu
| Year of publication: |
2025
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|---|---|
| Authors: | Milovan, Anca-Maria ; Dobre, Costinel ; Moisescu, Ovidiu Ioan |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 189.2025, Art.-No. 115129, p. 1-14
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| Subject: | Brand attitude | Brand placement | Brand recall | Parasocial relationships | Podcast host | Product Placement | Product placement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.115129 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015395557