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~isPartOf:"Engaging consumers through branded entertainment and convergent media"
~person:"Esch, Franz-Rudolf"
~person:"Martí-Parreño, José"
~person:"Unger, Fritz"
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Brand management
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Esch, Franz-Rudolf
Martí-Parreño, José
Unger, Fritz
Ruiz Mafe, Carla
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Scribner, Lisa L.
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Engaging consumers through branded entertainment and convergent media
Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken
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Handbuch Medienmanagement : mit 46 Tabellen
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International advertising and communication : current insights and empirical findings
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Marketing : ZFP ; journal of research and management
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The journal of brand management : an international journal
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ECONIS (ZBW)
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Branded Entertainment : past, present, and future
Martí-Parreño, José
;
Ruiz Mafe, Carla
;
Scribner, Lisa L.
- In:
Engaging consumers through branded entertainment and …
,
(pp. 1-21)
.
2015
Persistent link: https://www.econbiz.de/10011389080
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