To brand or not to brand a product placement? Evidence from a field study of two influence mechanisms of positive portrayals of alcohol in film
This is the pre-peer reviewed version of the following article: To brand or not to brand a product placement? Evidence from a field study of two influence mechanisms of positive portrayals of alcohol in film, which has been published in final form at http://doi.org/10.1111/dar.12671. This article ma...
| Autores: | , , |
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| Tipo de documento: | artigo |
| Data de publicação: | 2018 |
| País: | España |
| Recursos: | Universidad Autónoma de Madrid |
| Repositório: | Biblos-e Archivo. Repositorio Institucional de la UAM |
| Idioma: | inglês |
| OAI Identifier: | oai:repositorio.uam.es:10486/684712 |
| Acesso em linha: | http://hdl.handle.net/10486/684712 https://dx.doi.org/10.1111/dar.12671 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Alcohol marketing Movie influence Narrative transportation Persuasion Product placement Economía |
| Resumo: | This is the pre-peer reviewed version of the following article: To brand or not to brand a product placement? Evidence from a field study of two influence mechanisms of positive portrayals of alcohol in film, which has been published in final form at http://doi.org/10.1111/dar.12671. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versionns" |
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