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Conditions in prerelease movie trailers for stimulating positive word of mouth : a conceptual model demonstrates the importance of understanding as a factor for engagement

Chris Archer-Brown, Julia Kampani, Ben Marder, Anjali S. Bal, Jan Kietzmann
Year of publication:
June 2017
Authors: Archer-Brown, Chris ; Kampani, Julia ; Marder, Ben ; Bal, Anjali S. ; Kietzmann, Jan
Published in:
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 57.2017, 2, p. 159-172
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