Brand placement across media : the interaction of placement modality and frequency in film versus text

Yana R. Avramova, Nathalie Dens, Patrick De Pelsmacker

Year of publication:	2021
Authors:	Avramova, Yana R. ; Dens, Nathalie ; Pelsmacker, Patrick de
Published in:	Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 128.2021, p. 20-30
Subject:	Brand placement modality \| Cross-media \| Film and text \| Irritation \| Persuasion knowledge \| Placement frequency \| Product Placement \| Product placement \| Werbewirkung \| Advertising effects \| Filmwirtschaft \| Film industry \| Konsumentenverhalten \| Consumer behaviour \| Film

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