Kongmanon, Jittima; Petison, Phallapa - In: Cogent Business & Management 9 (2022) 1, pp. 1-22
brand recognition in lower-level education consumers, whereas plot integration is the most effective form leading to brand … recognition in higher education consumers. In both groups, graphics were the least effective form leading to brand recognition …) plot integration, (3) product tie-in, (4) sponsorship, and (5) graphics, which are the most effective, in terms of brand …
