Investigating the effectiveness of product placements in television shows : The role of modality and plot connection congruence on brand memory and attitude

online resource

posted on 2023-08-04, 06:14 authored by Cristel Antonia Russell

Description to be added

History

Publisher

Canadian Advertising Research Foundation

Handle

http://hdl.handle.net/1961/auislandora:72159

Usage metrics

Categories

Marketing

Keywords

Product Placement -- Television Modality -- Brand Memory Plot Connection -- Brand Memory

Licence

Copyright Undetermined

Exports

RefWorks

BibTeX

Ref. manager

Endnote

DataCite

NLM

DC