The perceptions of brand coappearance in product placement : cooperation, competition or coopetition?
Fanny Fong Yee Chan and Steven Marc Edwards
| Year of publication: |
2024
|
|---|---|
| Authors: | Chan, Fong Yee ; Edwards, Steven Marc |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 58.2024, 11, p. 2539-2565
|
| Subject: | Brand attitude | Brand coappearance | Brand competitiveness | Product competitiveness | Product placement | Purchase intention | Product Placement | Markenartikel | Brand | Werbewirkung | Advertising effects | Wettbewerb | Competition | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Koopetition | Coopetition | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-02-2023-0099 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015198433