The impact of product placement strategy on the placement communication effect : the case of a full-service restaurant
Chu-Hao Cheng; Rong-Da Liang; Jun-Shu Zhang; I-Jung Fang
| Year of publication: |
2014
|
|---|---|
| Authors: | Cheng, Chu-hao ; Liang, Rong-da ; Zhang, Jun-shu ; Fang, I-jung |
| Published in: |
Journal of hospitality marketing & management. - Philadelphia, Pa. : Taylor & Francis, ISSN 1936-8623, ZDB-ID 2493700-9. - Vol. 23.2014, 3/4, p. 424-444
|
| Subject: | product placement strategy | placement communication effects | TV dramas | full-service restaurants | Product Placement | Product placement | Gastronomie | Restaurant industry | Werbewirkung | Advertising effects |
| 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/10010396152