Does advertising indicate product quality? Evidence from prelaunch and postlaunch advertising in the movie industry
Year of publication: |
December 2016
|
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Authors: | Song, Reo ; Jang, Sungha ; Cai, Gangshu |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 4, p. 791-804
|
Subject: | Advertising | Informative role | Product quality | Entertainment marketing | Produktqualität | Werbung | Filmwirtschaft | Film industry | Konsumentenverhalten | Consumer behaviour |
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