It is just a spoof : spoof placements and their impact on conceptual persuasion knowledge, brand memory, and brand evaluation
Brigitte Naderer, Jörg Matthes and Simone Bintinger
| Year of publication: |
2021
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|---|---|
| Authors: | Naderer, Brigitte ; Matthes, Jörg ; Bintinger, Simone |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 40.2021, 1, p. 106-123
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| Subject: | brand evaluation | brand recall | persuasion knowledge | Spoof placements | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Product Placement | Product placement | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1793632 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012498504