Context matters : modeling the impact of context perceptions on the effectiveness of brand placement

Verhellen, Yann; Dens, Nathalie; De Pelsmacker, Patrick

doi:10.1007/978-3-658-08132-4_11

Title

Context matters : modeling the impact of context perceptions on the effectiveness of brand placement

Author

Verhellen, Yann

Dens, Nathalie

De Pelsmacker, Patrick

Language

English

Source (book)

Advances in advertising research (vol. 5) : extending the boundaries of advertising / Banks, Ivana Buljeta [edit.]; Pelsmacker, De, Patrick [edit.]; Okazaki, Shintaro [edit.]

Source (series)

European Advertising Academy ; 5

Publication

Berlin : Springer , 2015

ISBN

978-3-658-08132-4

DOI

10.1007/978-3-658-08132-4_11

Volume/pages

p. 143-157

ISI

000380324900011

Full text (Publisher's DOI)

https://doi.org/10.1007/978-3-658-08132-4_11

Faculty/Department				Faculty of Business and Economics

Research group				Marketing
Publication type				H1 Book chapter

Subject				Economics

Affiliation				Publications with a UAntwerp address

Web of Science

View record in Web of Science®

Identifier

Creation

04.02.2015

Last edited

09.10.2023

To cite this reference

https://hdl.handle.net/10067/1226790151162165141