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Author:
Schemer, Christian
;
Matthes, Joerg
;
Wirth, Werner
;
Textor, Samuel
Title:
Does "Passing the Courvoisier" always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos.
Journal:
Psychology and marketing
, 25/2008/10, S. 923-943.
Language:
english
Publication Year:
2008
Publication Type:
research report; periodical article
Descriptors:
actor
;
experiment
;
television use
;
questionnaire survey
;
young adult
;
consumer behaviour
;
brand awareness
;
brand
;
music reception
;
online survey
;
written survey
;
undergraduate
;
video clip
;
advertising effect