Good guy vs. bad guy : the influence of parasocial interactions with media characters on brand placement effects
Johannes Knoll, Holger Schramm, Christiana Schallhorn and Sabrina Wynistorf
| Year of publication: |
2015
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|---|---|
| Authors: | Knoll, Johannes ; Schramm, Holger ; Schallhorn, Christiana ; Wynistorf, Sabrina |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 5, p. 720-743
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| Subject: | product placement | parasocial interaction | brand familiarity | advertising effects | brand personality | Werbewirkung | Advertising effects | Product Placement | Product placement | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2015.1009350 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011547760