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Embedding brands within media content: the impact of message, media, and consumer characteristics on placement efficacy

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dc.contributor.coauthorMalkoc, Selin A
dc.contributor.coauthorBhatnagar, Namita
dc.contributor.departmentDepartment of Business Administration
dc.contributor.kuauthorAksoy, Lerzan
dc.contributor.kuprofileFaculty Member
dc.contributor.otherDepartment of Business Administration
dc.contributor.schoolcollegeinstituteCollege of Administrative Sciences and Economics
dc.contributor.yokidN/A
dc.date.accessioned2024-11-10T00:08:49Z
dc.date.issued2003
dc.description.abstract[No abstract available]
dc.description.indexedbyScopus
dc.description.indexedbyWoS
dc.description.openaccessYES
dc.description.publisherscopeInternational
dc.identifier.doi10.4324/9781410609366
dc.identifier.isbn9781-4106-0936-6
dc.identifier.linkhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84909220939anddoi=10.4324%2f9781410609366andpartnerID=40andmd5=d0493f75b36b4367377755ebd7f4ee10
dc.identifier.quartileN/A
dc.identifier.scopus2-s2.0-84909220939
dc.identifier.urihttp://dx.doi.org/10.4324/9781410609366
dc.identifier.urihttps://hdl.handle.net/20.500.14288/17019
dc.keywordsN/A
dc.languageEnglish
dc.publisherLawrence Erlbaum Associates
dc.sourceThe Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion
dc.subjectBusiness administration
dc.titleEmbedding brands within media content: the impact of message, media, and consumer characteristics on placement efficacy
dc.typeBook Chapter
dspace.entity.typePublication
local.contributor.authorid0000-0002-0264-3275
local.contributor.kuauthorAksoy, Lerzan
relation.isOrgUnitOfPublicationca286af4-45fd-463c-a264-5b47d5caf520
relation.isOrgUnitOfPublication.latestForDiscoveryca286af4-45fd-463c-a264-5b47d5caf520

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