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Title
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How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser funded program
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Author
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Language
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English
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Source (book)
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Engaging consumers through branded entertainment and convergent media / Marti Parreno, Jose. - Hershey, Pa, 2015
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Source (series)
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Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. - Hershey, Pa; 2015: 1
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Publication
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Hershey, Pa.
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Business Science Reference
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2015
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ISSN
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2327-5502
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Volume/pages
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p. 189-200
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