The Short and Long Term Impact of Brand Placement in an Advertiser Funded TV Program on Viewers’ Attitudes towards the Sponsor Brand and Its Main Competitor

Y. Verhellen, J. Eelen, N. Dens, P. De Pelsmacker

Research output: Contribution to JournalArticleAcademicpeer-review

Original languageEnglish
Pages (from-to)932-948
JournalInternational Journal of Advertising
Volume35
Issue number6
DOIs
Publication statusPublished - 2016

Cite this

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title = "The Short and Long Term Impact of Brand Placement in an Advertiser Funded TV Program on Viewers’ Attitudes towards the Sponsor Brand and Its Main Competitor",
author = "Y. Verhellen and J. Eelen and N. Dens and {De Pelsmacker}, P.",
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doi = "10.1080/02650487.2015.1087089",
language = "English",
volume = "35",
pages = "932--948",
journal = "International Journal of Advertising",
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The Short and Long Term Impact of Brand Placement in an Advertiser Funded TV Program on Viewers’ Attitudes towards the Sponsor Brand and Its Main Competitor. / Verhellen, Y.; Eelen, J.; Dens, N.; De Pelsmacker, P.

In: International Journal of Advertising, Vol. 35, No. 6, 2016, p. 932-948.

Research output: Contribution to JournalArticleAcademicpeer-review

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T1 - The Short and Long Term Impact of Brand Placement in an Advertiser Funded TV Program on Viewers’ Attitudes towards the Sponsor Brand and Its Main Competitor

AU - Verhellen, Y.

AU - Eelen, J.

AU - Dens, N.

AU - De Pelsmacker, P.

PY - 2016

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DO - 10.1080/02650487.2015.1087089

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SP - 932

EP - 948

JO - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

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