Brand placement in text : the short- and long-term effects of placement modality and need for cognition
Yana R. Avramova, Patrick De Pelsmacker & Nathalie Dens
| Year of publication: |
September 2017
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|---|---|
| Authors: | Avramova, Yana R. ; Pelsmacker, Patrick de ; Dens, Nathalie |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 5, p. 682-704
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| Subject: | Brand placement | written narrative | placement modality | need for cognition | brand attitude | purchase intention | delayed effects | Product Placement | Product placement | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image |