Effect of product placement labeling on visual product and brand reception : an empirical eye tracking study
S. Ronft, M. G. Friedrich and Md Sofiullah
| Year of publication: |
2025
|
|---|---|
| Authors: | Ronft, Steffen ; Friedrich, M. G. ; Sofiullah, Md |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 31.2025, 6, p. 618-633
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| Subject: | brand reception | eye tracking | Product placement | product placement labeling | product reception | TV | Product Placement | Werbewirkung | Advertising effects | Visuelle Wahrnehmung | Visual perception | Konsumentenverhalten | Consumer behaviour | Warenkennzeichnung | Product labelling | Markenartikel | Brand | Markenführung | Brand management | Produktivität | Productivity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2023.2275133 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015552413