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

Department of Business Administration2024-11-1020039781-4106-0936-610.4324/97814106093662-s2.0-84909220939http://dx.doi.org/10.4324/9781410609366https://hdl.handle.net/20.500.14288/17019[No abstract available]Business administrationEmbedding brands within media content: the impact of message, media, and consumer characteristics on placement efficacyBook Chapterhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84909220939anddoi=10.4324%2f9781410609366andpartnerID=40andmd5=d0493f75b36b4367377755ebd7f4ee10N/A12623