Brand placements in movies : the impact of modality, prominence and plot connection on attitude and behavioral intention
Nathalia Purnawirawan; Marijke Wouters; Patrick De Pelsmacker
| Year of publication: |
2010
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|---|---|
| Authors: | Purnawirawan, Nathalia ; Wouters, Marijke ; Pelsmacker, Patrick de |
| Published in: |
Cutting edge international research. - Wiesbaden : Gabler, ISBN 978-3-8349-2111-6. - 2010, p. 347-361
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| Subject: | Product Placement | Product placement | Markenartikel | Brand | Werbewirkung | Advertising effects | Film |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003985215