Does the context really matter, and for whom? : explaining the effects of program liking for an advertiser funded program
Yann Verhellen, Patrick De Pelsmacker and Nathalie Dens
| Year of publication: |
2016
|
|---|---|
| Authors: | Verhellen, Yann ; Pelsmacker, Patrick de ; Dens, Nathalie |
| Published in: |
Advertising in new formats and media : current research and implications for marketers. - Bingley : Emerald, ISBN 1-78560-313-2. - 2016, p. 291-306
|
| Subject: | Fernsehprogramm | Television programme | Markenführung | Brand management | Markentreue | Brand loyalty | Werbepsychologie | Psychology of advertising | Fernsehwerbung | Television advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011473427