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
Issue number6
Publication statusPublished - 2016

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