Modeling attitude constructs in movie product placement
Siva K. Balasubramanian; Hemant Patwardhan; Deepa Pillai; Kesha K. Coker
| Year of publication: |
2014
|
|---|---|
| Authors: | Balasubramanian, Siva Kumar ; Patwardhan, Hemant ; Pillai, Deepa ; Coker, Kesha K. |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 23.2014, 7, p. 516-531
|
| Subject: | Attachment theory | Advertising | Brand evaluation | Identification theory | Meaning transfer model | Product placement | SEM (structural equation modeling) | Social learning theory | Product Placement | Werbewirkung | Advertising effects | Theorie | Theory | Werbung | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Strukturgleichungsmodell | Structural equation model |
| Extent: | graph. Darst. |
|---|---|
| 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/10010467560