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Does 'Passing the Courvoisier' Always Pay Off? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Rap Videos

Authors :
Schemer, C
Matthes, J
Wirth, Werner
Textor, S
University of Zurich
Schemer, C
Publication Year :
2008

Subjects

Subjects :
10240 Department of Communication and Media Research
070 News media, journalism & publishing
3202 Applied Psychology
1406 Marketing

Details

Language :
English
Database :
OpenAIRE
Accession number :
edsair.doi.dedup.....c4af1c77a29c472d4938c956bbabbe27

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Authors Abstract Subjects Details