No advertising, but more sponsorship? : a case study of e-red envelope at China’s Spring Festival Gala
Qian Zhang, Chao Wu, Han Qiao and Shouyang Wang
| Year of publication: |
2017
|
|---|---|
| Authors: | Zhang, Qian ; Wu, Chao ; Qiao, Han ; Wang, Shouyang |
| Published in: |
Chinese management studies : CMS. - Bingley : Emerald, ISSN 1750-614X, ZDB-ID 2323546-9. - Vol. 11.2017, 1, p. 90-106
|
| Subject: | Business model | Commercial value | E-red envelope | ITV ad | VIC model | China | Geschäftsmodell | Sponsoring | Sponsorship | Werbung | Advertising | Großveranstaltung | Big event | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/CMS-01-2017-0001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011737111