Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement

Verhellen, Y., Dens, N., & De Pelsmacker, P. (2015). Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement. In Advances in Advertising Research (Vol. V) (pp. 143–157). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_11