Thematic congruency in the context of brand placements : tests of memory and attitude measures
Davit Davtyan and Armen Tashchian
| Year of publication: |
2022
|
|---|---|
| Authors: | Davtyan, Davit ; Tashchian, Armen |
| Subject: | Product Placement | Product placement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Messung | Measurement |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10641734.2022.2066231 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013358835