Promoting brands through product placement in successful and unsuccessful films in emerging markets
R. K. Srivastava (Sydenham Management Institute, University of Mumbai, Mumbai, India)
| Year of publication: |
January-June 2016
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|---|---|
| Authors: | Srivastava, R. K. |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 22.2016, 3, p. 281-300
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| Subject: | brand | brand promotion | brand recall | marketing strategy | product placement | purchase intentions | Product Placement | Product placement | Markenführung | Brand management | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Schwellenländer | Emerging economies | Verkaufsförderung | Sales promotion | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2015.1095831 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011532956