Is self-character similarity always beneficial? : the moderating role of immersion in product placement effects
Namita Bhatnagar and Fang Wan
| Year of publication: |
2011
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|---|---|
| Authors: | Bhatnagar, Namita ; Wan, Fang |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 40.2011, 2, p. 39-50
|
| Subject: | Product Placement | Product placement | Werbewirkung | Advertising effects | Markenimage | Brand image | Werbepsychologie | Psychology of advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009241301