The role of paid, earned, and owned media in building entertainment brands : reminding, informing, and enhancing enjoyment
Mitchell J. Lovett (Simon Business School, University of Rochester, Rochester, New York), Richard Staelin (Fuqua School of Business, Duke University, Durham, North Carolina)
| Year of publication: |
January-February 2016
|
|---|---|
| Authors: | Lovett, Mitchell J. ; Staelin, Richard |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 35.2016, 1, p. 142-157
|
| Subject: | social engagement | informative effects | reminding effects | entertainment brands | word of mouth | Bayesian learning | earned media | owned media | Virales Marketing | Viral marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Mediensektor | Media industries | Werbewirkung | Advertising effects | Social Web | Social web | Markenartikel | Brand | Kommunikationsmedien | Communication media |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2015.0961 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011437765