Product placement by global brands as an alternative strategy : is it worth in emerging market?
Rajesh K. Srivastava
| Year of publication: |
2015
|
|---|---|
| Authors: | Srivastava, Rajesh K. |
| Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 23.2015, 2, p. 141-156
|
| Subject: | product placement | brand | brand recall | purchase intentions | marketing strategy | brand promotion | Product Placement | Product placement | Markenführung | Brand management | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Schwellenländer | Emerging economies | Verkaufsförderung | Sales promotion |
| 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/10011305971