Antecedents and consequences of consumers' attitudes toward product placements : evidence from India
Year of publication: |
2023
|
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Authors: | Kaur, Ravineet ; Sharma, Rakesh Kumar ; Bakshi, Apurva |
Published in: |
International journal of emerging markets. - Bradford : Emerald, ISSN 1746-8817, ZDB-ID 2242085-X. - Vol. 18.2023, 9, p. 2698-2717
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Subject: | Advertising | Product placement | Consumer socialization framework | Structural equation modeling (SEM) | Emerging market | Indien | India | Product Placement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Strukturgleichungsmodell | Structural equation model |
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