The influence of audience characteristics on the effectiveness of brand placement memory
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DOI: 10.1016/j.jretconser.2018.06.008
Abstract: Abstract The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework was empirically tested to examine the… read more here.
Keywords: brand; influence audience; memory; brand placement ... See more keywords