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Brand Placement in a Movie Song and its Impact on Brand Equity
- Source :
- Journal of Promotion Management. 26:233-252
- Publication Year :
- 2020
- Publisher :
- Informa UK Limited, 2020.
-
Abstract
- The article aims to find out the impact of brand name used in the movie song lyrics on its brand equity, consumer attitude, and brand personality. It is a primary research, which consists of Part (...
Details
- ISSN :
- 15407594 and 10496491
- Volume :
- 26
- Database :
- OpenAIRE
- Journal :
- Journal of Promotion Management
- Accession number :
- edsair.doi...........d19bb2ab1bb7d62bf93e9f1f5f426f34