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- W2811136605 abstract "Brand placement is the placement of a brand in non-commercial content such as a television series or movie (Karrh, 1998) which is used by marketers to advertise brands in a less obtrusive and more natural fashion (Karrh, 1998; Russel, 2002). Although brand placement is around for decades now and a significant body of research has investigated its effects (for reviews see, Balasubramanian, 1994; Van Reijmersdal, Neijens and Smit, 2009), little is known about the role of brand types (e.g., green, conventional)." @default.
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- W2811136605 date "2018-01-01" @default.
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- W2811136605 title "The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge" @default.
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- W2811136605 doi "https://doi.org/10.1007/978-3-658-22681-7_11" @default.
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