The effectiveness of brand placements : a meta-analytic synthesis
Barry J. Babin, Jean-Luc Herrmann, Mathieu Kacha, Laurie A. Babin
| Year of publication: |
2021
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|---|---|
| Authors: | Babin, Barry J. ; Herrmann, Jean-Luc ; Kacha, Mathieu ; Babin, Laurie A. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 4, p. 1017-1033
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| Subject: | Attitude | Brand placement memory | Brand salience | Intention | Meta-analysis | Product placement | Product Placement | Meta-Analyse | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2021.01.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013191819