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

doi:10.1080/02650487.2015.1087089

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 Journal › Article › Academic › peer-review

Original language	English
Pages (from-to)	932-948
Journal	International Journal of Advertising
Volume	35
Issue number	6
DOIs	https://doi.org/10.1080/02650487.2015.1087089
Publication status	Published - 2016

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10.1080/02650487.2015.1087089

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title = "The Short and Long Term Impact of Brand Placement in an Advertiser Funded TV Program on Viewers{\textquoteright} Attitudes towards the Sponsor Brand and Its Main Competitor",

author = "Y. Verhellen and J. Eelen and N. Dens and {De Pelsmacker}, P.",

year = "2016",

doi = "10.1080/02650487.2015.1087089",

language = "English",

volume = "35",

pages = "932--948",

journal = "International Journal of Advertising",

issn = "0265-0487",

publisher = "Taylor and Francis Ltd.",

number = "6",

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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

Y1 - 2016

U2 - 10.1080/02650487.2015.1087089

DO - 10.1080/02650487.2015.1087089

M3 - Article

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VL - 35

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EP - 948

JO - International Journal of Advertising

JF - International Journal of Advertising

IS - 6

ER -