Brand Placement in Television Shows : Exploring the Role of Program-Induced Moods
Faculty/Professorship: | Juniorprofessur für Betriebswirtschaftslehre, insbesondere Marketing Intelligence |
Author(s): | Rathmann, Peggy; Leischnig, Alexander ; Enke, Margit |
Editors: | Eisend, Martin; Langner, Tobias; Okazaki, Shintaro |
Title of the compilation: | Current Insights and Future Trends |
Corporate Body: | European Advertising Academy (EAA) |
Publisher Information: | Wiesbaden : Springer Gabler |
Year of publication: | 2012 |
Pages: | 261-272 |
ISBN: | 978-3-8349-4290-6 |
Series ; Volume: | Advances in advertising research ; 3 |
Language(s): | English |
Type: | Conferenceobject |
URI: | https://fis.uni-bamberg.de/handle/uniba/2822 |
Year of publication: | 14. January 2014 |

originated at the
University of Bamberg
University of Bamberg