Brand placement repetition in a fictional text
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DOI: 10.1080/02650487.2016.1182258
Abstract: This paper investigates the effect of brand name repetition on brand attitude in the context of a fictional text. Furthermore, it tests the moderating impact of brand familiarity, narrative transportation, and individual differences in need… read more here.
Keywords: brand name; brand; fictional text; name repetition ... See more keywords