Consumer reactions to paid versus unpaid brand name placement in song lyrics
Year of publication: |
2017
|
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Authors: | Van Vaerenbergh, Yves |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 2, p. 151-158
|
Subject: | Product placement | Brand name placement | Song lyrics | Sponsorship disclosure | Product Placement | Konsumentenverhalten | Consumer behaviour | Sponsoring | Sponsorship | Werbewirkung | Advertising effects | Markenartikel | Brand | Markenführung | Brand management |
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