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
Year of publication: 14. January 2014