The impact of brand name placement in song lyrics on brand attitudes : does the attitude toward the artist matter?
Yves Van Vaerenbergh; Dieneke Van de Sompel; Neal Van Loock; Iris Vermeir
| Year of publication: |
2011
|
|---|---|
| Authors: | Van Vaerenbergh, Yves ; Sompel, Dieneke Van de ; Loock, Neal Van ; Vermeir, Iris |
| Published in: |
Breaking new ground in theory and practice. - Wiesbaden : Gabler, ISBN 978-3-8349-3134-4. - 2011, p. 21-33
|
| Subject: | Markenführung | Brand management | Markenartikel | Brand | Product Placement | Product placement | Musik | Music | Werbewirkung | Advertising effects | Künstler | Artists | USA | United States |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009380037