How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program
Yann Verhellen; Nathalie Dens; Patrick De Pelsmacker
| Year of publication: |
2015
|
|---|---|
| Authors: | Verhellen, Yann ; Dens, Nathalie ; Pelsmacker, Patrick de |
| Published in: |
Engaging consumers through branded entertainment and convergent media. - Hershey, Pa. : Business Science Reference, ISBN 978-1-4666-8342-6. - 2015, p. 189-201
|
| Subject: | Markenführung | Brand management | Product Placement | Product placement | Werbewirkung | Advertising effects | Fernsehprogramm | Television programme | Fernsehwerbung | Television advertising | Markenimage | Brand image | Belgien | Belgium |
| Extent: | graph. Darst. |
|---|---|
| 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/10011389610