Publication
Title
The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Author
Abstract
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2016
ISSN
0265-0487
1759-3948 [online]
Volume/pages
35:6(2016), p. 932-948
ISI
000386942500003
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 11.03.2016
Last edited 14.02.2018
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