Consumer reactions to product placement strategies in television sponsorship

European Journal of Marketing

Volumn 33, Issue 9-10, 1999, Pages 896-910

  d’Astous, Alain ^a   Séguin, Nathalie ^a  

^a HEC MONTRÉAL   (Canada)

Author keywords

Advertising effectiveness; Consumer behaviour; Image; Marketing communications; Sponsorship; Television

Indexed keywords

EID: 85135332278     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090569910285832     Document Type: Article

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