Configurating product placement prominence on brand memory : what counts and what does not?
Sigen Song, Fanny Fong Yee Chan, Yongfa Li and Cheng Lu Wang
| Year of publication: |
2023
|
|---|---|
| Authors: | Song, Sigen ; Chan, Fong Yee ; Li, Yongfa ; Wang, Cheng Lu |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 4, p. 600-617
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| Subject: | Brand memory | Optimal configuration | Product placement | Prominence | Qualitative comparative analysis | Product Placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-11-2021-3732 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014281357