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Investigating the effectiveness of product placements in television shows : The role of modality and plot connection congruence on brand memory and attitude

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posted on 2023-08-04, 06:14 authored by Cristel Antonia Russell

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Publisher

Canadian Advertising Research Foundation

Handle

http://hdl.handle.net/1961/auislandora:72159

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    Marketing

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    Keywords

    Product Placement -- TelevisionModality -- Brand MemoryPlot Connection -- Brand Memory

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