Open AccessBrand – Character Association and Attitude toward Brands in Movie Placements
Author(s) -
Raghu Kurthakoti,
Siva K. Balasubramanian,
Suzanne A. Altobello
Publication year - 2016
Publication title -
international journal of business administration
Language(s) - English
Resource type - Journals
eISSN - 1923-4015
pISSN - 1923-4007
DOI - 10.5430/ijba.v7n2p43
Subject(s) - valence (chemistry) , psychology , character (mathematics) , advertising , association (psychology) , brand names , stimulus (psychology) , social psychology , cognitive psychology , business , mathematics , chemistry , organic chemistry , geometry , psychotherapist