Fitting product placements : affective fit and cognitive fit as determinants of consumer evaluations of placed brands
Brian Gillespie, Darrel D. Muehling, Ioannis Kareklas
| Year of publication: |
January 2018
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|---|---|
| Authors: | Gillespie, Brian ; Muehling, Darrel D. ; Kareklas, Ioannis |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 82.2018, p. 90-102
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| Subject: | Product placement | Promotions | Brand evaluations | Fit | Congruence | Narrative enjoyment | Product Placement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Kognition | Cognition | Markenführung | Brand management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2017.09.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011771789