Investigating the influence of audiences' movie-viewing motives on attitude towards brand placement in movies
Gladys Stephen, Daniel Inbaraj, Anbuudayasankar S.P. and Poongkundran T.
| Year of publication: |
2021
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|---|---|
| Authors: | Stephen, Gladys ; Jublee, Daniel Inbaraj ; Anbuudayasankar S. P. ; Poongkundran T. |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 31.2021, 4, p. 487-510
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| Subject: | attitude towards brand placement | brand placement in movies | brand placement value | Movie-viewing motives | user and gratifications theory | Product Placement | Product placement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenartikel | Brand | Film |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/21639159.2020.1808813 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012622602