Do I know you? : how brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Yann Verhellen, Nathalie Dens, Patrick De Pelsmacker
| Year of publication: |
September 2016
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|---|---|
| Authors: | Verhellen, Yann ; Dens, Nathalie ; Pelsmacker, Patrick de |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 3, p. 461-471
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| Subject: | Brand placement | Associative Network Theory | Brand familiarity | Perceived fit | Plot connection | Prominence | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image | Product Placement | Product placement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-015-9347-0 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011537265