The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand-choice behavior

Journal of Communication

Volumn 57, Issue 3, 2007, Pages 469-489

  Yang, Moonhee ^a   Roskos Ewoldsen, David R ^b  

^a Munhwa Broadcasting Corporation   (South Korea)

^b UNIVERSITY OF ALABAMA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

BEHAVIORAL RESPONSE; MEDIA ROLE;

EID: 34547909944     PISSN: 00219916     EISSN: 14602466     Source Type: Journal    
DOI: 10.1111/j.1460-2466.2007.00353.x     Document Type: Article

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