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results: 1
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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
details.label.typ_de:
Forschungsbericht; Zeitschriftenartikel
details.label.keywords_alle_de:
Darsteller
;
Experiment
;
Fernsehnutzung
;
Fragebogenerhebung
;
Junger Erwachsener
;
Konsumverhalten
;
Markenkenntnis
;
Markenprodukt
;
Musikrezeption
;
Online-Befragung
;
Schriftliche Befragung
;
Studierender
;
Videoclip
;
Werbewirkung
;
Einflussfaktor
;
Product placement
;
Rap
;
Verbraucherforschung
