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Advertising effects
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Consumer behaviour
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Product Placement
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Product placement
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Werbewirkung
3
Bollywood movies
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Brand management
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Brand image
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India
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Movie-viewing motives
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Social cognitive theory
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attitude towards brand placement
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brand placement characteristics
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brand placement in movies
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brand placement value
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Stephen, Gladys
Dens, Nathalie
9
Pelsmacker, Patrick de
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Matthes, Jörg
7
Naderer, Brigitte
7
Chan, Fong Yee
5
Hudders, Liselot
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Davtyan, Davit
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Gistri, Giacomo
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Natarajan, Thamaraiselvan
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Cauberghe, Veroline
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Chan, Fanny Fong Yee
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Chen, Huan
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Russell, Cristel Antonia
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Schramm, Holger
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Arasu Balasubramaniam, Senthil
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Boerman, Sophie C.
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Corkindale, David
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Cunningham, Isabella
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Gangadharan, Nakul
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Jayapal, Jegan
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Jublee, Daniel Inbaraj
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Kind, Urs
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Knoll, Johannes
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Liu, ZhanBo
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Neale, Michael
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Pantoja, Felipe
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Patwardhan, Hemant
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Pillai, Deepa
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Rossi, Patricia
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Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
1
Journal of media business studies
1
Journal of retailing and consumer services
1
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ECONIS (ZBW)
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Investigating the influence of audiences' movie-viewing motives on attitude towards brand placement in movies
Stephen, Gladys
;
Jublee, Daniel Inbaraj
; …
- In:
Journal of global scholars of marketing science : …
31
(
2021
)
4
,
pp. 487-510
Persistent link: https://www.econbiz.de/10012622602
Saved in:
2
Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015
Natarajan, Thamaraiselvan
;
Arasu Balasubramaniam, Senthil
; …
- In:
Journal of media business studies
15
(
2018
)
1
,
pp. 57-88
Persistent link: https://www.econbiz.de/10011993201
Saved in:
3
The influence of audience characteristics on the effectiveness of brand placement memory
Natarajan, Thamaraiselvan
;
Arasu Balasubramaniam, Senthil
; …
- In:
Journal of retailing and consumer services
44
(
2018
),
pp. 134-149
Persistent link: https://www.econbiz.de/10011904351
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