Examining the influence of endorser credibility on brand placements in reality shows through placement appeal : emotional vs rational appeal
Thamaraiselvan Natarajan, Jegan Jayapal, Sinthubairavi Jegan, Nakul Gangadharan, Poongkundran Thamaraiselvan
| Year of publication: |
2023
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|---|---|
| Authors: | Natarajan, Thamaraiselvan ; Jayapal, Jegan ; Jegan, Sinthubairavi ; Gangadharan, Nakul ; Thamaraiselvan, Poongkundran |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 6, p. 759-790
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| Subject: | brand placements | placement appeal | product placements | reality shows | source credibility | Product Placement | Product placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility | Fernsehprogramm | Television programme | Fernsehwerbung | Television advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2023.2165208 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014287770