Title
Context matters! The impact of context perceptions on the effectiveness of brand placements in movies
Author
Faculty/Department
Faculty of Applied Economics
Publication type
conferenceObject
Publication
[*]
Subject
Economics
Mass communications
Source (book)
Proceedings of the 12th International Conference on Research in Advertising (ICORIA), Zagreb, Croatia
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Handle