Title
How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser funded program How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser funded program
Author
Faculty/Department
Faculty of Applied Economics
Publication type
bookPart
Publication
Hershey, Pa. :Business Science Reference, [*]
Subject
Mass communications
Source (book)
Engaging consumers through branded entertainment and convergent media / Marti Parreno, Jose. - Hershey, Pa, 2015
Source (series)
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. - Hershey, Pa; 2015: 1
ISSN
2327-5502
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Handle