Do low involved brands have better consumer perception due to product placement in emerging markets?
R.K. Srivastava
| Year of publication: |
June 2018
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|---|---|
| Authors: | Srivastava, R. K. |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 4, p. 360-374
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| Subject: | Product placement | brand recall | brand building | type of products | consumer perception | marketing communication | Product Placement | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Schwellenländer | Emerging economies | Markenimage | Brand image |
| Description of contents: | Description [doi.org] |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Corrigendum enthalten in: Volume 26, Issue 1, 2020, Seite 114 |
| Other identifiers: | 10.1080/13527266.2017.1414705 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011880777