Product placement by global brands as an alternative strategy : is it worth in emerging market?
Year of publication: |
2015
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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
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Subject: | product placement | brand | brand recall | purchase intentions | marketing strategy | brand promotion | Product Placement | Product placement | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenartikel | Brand | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Markenimage | Brand image | Schwellenländer | Emerging economies |
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